“Lacta brand”
Throughout the year during the class “Introduction to advertising and public relations” we were asked to work in groups in order to better understand the function of different brands and become brand ambassadors or even create our own brands.
For our first project we were asked to choose a brand of our choice and discover more about it and the advertisement techniques that it uses.
After taking into consideration many different brands, we decided that Lacta chocolate was a good choice, mainly because of its brilliant and unique advertisement policy.
So let’s start by getting to know a little bit more about this famous brand. Lacta is a Greek brand, founded in 1961. One of the innovations of this company is that each advertisement has a cohesion with the previous one, mostly because all the advertisements have “love” as their main topic.
Why Lacta?
We chose Lacta mainly because we all enjoy eating it. Secondly, as mentioned before, all the campaigns of this company are centered towards the idea that love is unbeatable. This statement really motivated us in wanting to learn more about this brand.
Lacta doesn’t just make advertisements in order to sell its product. One marketing move that we find innovative, is the movies or mini series that Lacta has made throughout the years, that are being launched on Valentine’s day. Lacta even has it’s own song!
For us, it is important not only to be able to sell a product, but also to have strong values and try to make a change in this world and have an impact on our society. This is what Lacta tried to do with its latest campaign.
Lacta’s campaign addressed the problem of descrimination, which is especially nowadays a big issue. The moto of it’s latest advertisement was: “We believe in the importance of being human. Let’s not divide people into categories.”
We all agreed that no discriminations should be made, we are all equal and different.
“Love has no color, age, nationality and gender. It has no rules and terms.Love makes no discriminations. Every couple who is in love feels love differently. That’s why love doesn’t have only one flavor, but countless and they all deserve to be embraced.” -Taken from the campaign’s page
Lacta’s instagram page has over 47 million followers and promotes its campaigns by uploading videos, photos and mini clips. Via the hashtag ActForLove everyone is motivated to post a photo or write something that promotes that idea that we all have the same rights despite our differences.
What also caught our eye was the latest advertisement of Lacta. Lacta made a poster of all the mean comments that were made after their new spot (15% of the people that saw the ActForLove project disagreed with it.) Based on the reactions, it made a new ad. Instead of hiding them, it used them as a marketing technique, something we all thought was a very smart marketing move. In some bus stations the following poster was added, and people had the chance to scan over the bar code and by this deleting one mean comment.
Lacta is an innovative brand that takes advantage of the current events and wants to promote a cause. We support its cause and believe that Lacta’s advertisement policy shouldn’t be an exception in the marketing world, but the rule!
