The taste of love-Lacta
In case you’ve never heard of it, “Lacta” is a widely loved brand in Greece, specializing in milk chocolate. Now, apart from the taste that is personal to each consumer, there is one thing that sets this candy bar apart. Over the years, “Lacta” has gone to great lengths in order to link its name with love. Red color, heart shaped logo and several ads, films and events…all dedicated to love. Nowadays, it is safe to say that this brand has successfully earned a place in our subconscious and is now inseparable from the concept of love and everything related to it. Which bar of chocolate is the most romantic one? The answer has to be “Lacta”. And which brand of chocolates is the best to give as a gift on Valentine’s Day? You guessed it. “Lacta”! This brand had managed to find its way to every consumer’s heart and trigger the feeling of love in many, resourceful ways.
One key element in their branding, are the movies that the brand has been releasing on Valentine’s Day for the past few years. Through strategic product placement in each film and specific plot lines, “Lacta” is going big in order to associate the chocolate with love and increase sales — especially around Valentine’s Day. If you try reading between the lines, you can see that “Lacta” helps people understand or believe in love. At the end of each movie love conquers all and, symbolically, it does so with a little help from “Lacta” which is the candy bar that wins when it comes to love.
This year, “Lacta” decided to time travel us to the future in order to show us that love remains strong and unchangeable through years and through technological changes.
Aris is a 48 year old man, who lives alone and his only company is a beautiful young girl, who foresee and fulfill all his desires without asking for anything. She’s a robot in the year 2038. ELLi looks like a perfect “human”, since she has advanced artificial intelligence and access at Ari’s cloud data, performing as the ideal personal assistant. Suddenly, her operating system is updated with artificial emotions and now she is feeling neglected and she demands to learn ‘’what is love’’. When she shows a “Lacta” chocolate to Aris, he starts to narrate a history of love, which happened 20 years ago in Athens 2018.
“Lacta” presents to the world a movie about all the things that make us human, showing how artificial intelligence differs from human nature, and how love and emotion is the one true thing that can really separate us from the machines. Love is inherent in the human nature and “Lacta” is inherent in love.
The product placement in the film is very interesting and of course, done professionally. We noticed that it is placed during or after the most important and intense emotional moments of the life of a person in love. “Lacta” is present during emotional moments, like love, nostalgia and forgiveness. Making it seem like brand love for this chocolate is as strong as actual love. In addition to that, it is widely know that consuming chocolate actually can cause feelings similar to love. Lacta, knowing this, organized its strategy, very insightfully, around love and so far it is one of the most popular chocolate companies in Greece!
Team: Viral Vixens (Marina Karvouni, Eirini Tsv, Elena Tsakiridou, georgia flaouna)
