How Green & Black's is working with lifestyle bloggers to target young women

Green & Black's, the Cadbury-owned chocolate brand, created a Red Riding Hood fairytale-themed event to promote its new Velvet Edition range.

The activity was part of its new ad campaign "Dark, but different" by Mcgarrybowen – it’s first TV spot in its 25-year history – and invited influencers to a space with different woodland themed rooms to taste the corresponding chocolate bars.

At the "Dark tales retold" event last week Laura Gray, brand manager at Green & Black's, told Campaign that the brand has shifted its influencer strategy to target a younger female audience.

She said: "Historically we've always worked with bloggers and they've been more of a foodie nature for us because our classic range has been over indexed with that preference.

"But this new range, Green & Black's Velvet Edition, is targeted at a younger female audience and we've seen that their interests are more around travel, lifestyle and fashion bloggers. So whilst we're still working with influencers, we've just changed the strategy a little bit to make it super relevant to those consumers."

Georgina Brazier

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