Frequent users of Galaxy increased by 5% across the Gulf region, convincing an additional 1.1 million consumers to purchase 9+ bars of Galaxy chocolate.• Galaxy sales increased +6%• Ad awareness among our key Saudi Arabia target group (Women 20-44) increased by an impressive +16% (712,000 people) Over 4,300 Arabic women submitted poems, willing to read them on-air Galaxy became inextricably linked with passion and female self-expression for 7 million female viewers across the GCC Region Generated free editorial in regional Newspapers and Magazines to the value of USD$20,000

Galaxy created a poetry segment within the MBC1 Morning Show. This was entitled “Passion for Words” to mirror Galaxy’s tagline, “Pure Chocolate Passion”, and the show was branded in Galaxy’s colours, including the backdrops and TV set. Every time “Passion for Words” was mentioned, so was Galaxy; not only during the program, but also in the subsequent editorial features, news follow ups and prize giving. The Galaxy prize was perfectly designed to rekindle Arab women’s love affair with the brand. Committed to letting women be women, Galaxy offered self-actualization through indulgence, with luxurious gifts like silk robes and scented candles. Galaxy also inspired self-expression by offering items like a Mac Laptop, a poetry book and calligraphic pens, not to mention the incredible publication opportunities presented by the program itself and the resulting editorial in leading magazines and newspapers.

When Galaxy first hit the market consumers described it as ‘seduction by chocolate’. The brand inspired passion, creating an addiction that ensured its position as category leader. As with any love affair, the initial lust didn’t last. As the passion faded, Galaxy began to lose its positioning and market share.Our challenge, to reignite the lost passion between Arab women and Galaxy by reminding women of Galaxy’s integral role in their personal ‘me’ time.Research provided insight into Arab women’s need for self-expression: illustrated by numerous poetry blogs, where women use poetry to celebrate who they are as people and within society.Galaxy’s strategy was to create an outlet for female self-expression. Working with the leading Pan Arab TV station, we developed a Galaxy-branded segment inviting women to submit poems to be read on air – linking women’s passion for self expression with their passion for Galaxy.