To develop a concept for a new brand to be introduced on the market in early 2010. The brand should include a new name and an expression that sets Cloetta's offerings apart from the rest of the category and still be appropriate within the Cloetta umbrella brand.

The concept expresses the desire to combine the Good taste for a Good cause.

The name Good was created as the new brand of Cloetta's Fairtrade chocolate range. The opportunity for product innovation is high, with room for different labels within the concept. The concept 'Good' reflects the duality of the product promise. The aim is to create positive synergies whilst not compromising on the manufacturing process and being transparent across the whole chain.The design has a personal and unique tonality that communicates taste in a contemporary and honest manner. The tonality senses, tastes and feels close to me.

The concept expands to both, above the line & below-the-line campaigns e.g. TV, print and outdoor to digital media. The concept received considerable amounts of positive reviews in media instantly and has been very well received by the trade.It was tremendously well received with a large amount of positive reviews in the media. Cloetta Good has also been very well received by the trade, where the expectations on sales result are very high.