This was a study conducted to developed a launching TV Commercial of Chocodrink, an instant Belgian Chocolate Drink of Wings. However, this study also can be applied and interpreted creatively by creative people to develop another exciting Advertising ideas.

1. INSIGHT
A GROUP DISCUSSION
BY ICHSAN RASYID

2. How and why people consumes
chocolate drink?
THE OBJECTIVE

3. YOUNG ADULT (MF : 17 - 30, SES ABC)
Target Market
(MF : 19 - 24, STUDENTS, SES ABC,
URBAN & SUBURBAN)
(MF : 23 - 27, FIRST JOBBER, SES ABC,
URBAN & SUBURBAN)
N=5 N=5

4. Imagine a situation where and when
you drink a chocolate drink!
DISCUSSION #1

5. Chocolate Situation
AT NIGHT, IN THE RAIN,
BEFORE BED
AT THE HOUSE TERRACE,
DURING PLAYING MOBILE
GAME
AT HOT NOON, I WENT INTO
A KIOS, AND ORDER COLD
CHOCOLATE DRINK
AT A CAFE, WORKING ON
SOME ASSIGNMENT
ON A CAMP IN MOUNTAIN
WITH MY FRIENDS
AT HOME, ALONE AND
WATCHING SOCCER GAME.
IN MY LIVING ROOM, WITH
MY GIRLFRIEND HAVING A
ROMATIC CHAT
AT MY CUBICLE, BRUNCH TIME,
BEFORE STARTING THE DAY
ON A BUILDING ROOFTOP,
LOOK AT THE SUNSET AFTER
OFFICE

6. There’s no specific moment to drink
chocolate. Everyone can have it at
whenever they feel want it. However,
coffee and tea is a strong subtitute for
this category and consumers already
familiar with.
Conclusion
ANYTIME
ANYWHERE

7. Why do you drink chocolate at
that situation?
DISCUSSION #2

8. The Reason for Chocolate
I WANT SOMETHING
DELICIOUS AND SWEET
I JUST FEEL WANT TO HAVE A
CHOCOLATE
I THOUGHT IT WAS COLD AND
REFRESHING
A WANT SOMETHING
SOOTHING AND
COMFORTING
WARM AND DELICIOUS IT IS DELICIOUS
DELICIOUS AND IT IS
ROMANTIC
DELICIOUS AND SOMEHOW
RELAXING
I THINK IT IS A GOOD
COMPANY FOR THOUGHTS

9. The reason why people drink chocolate
because of the delicious taste and
comforting effect.
Conclusion
RIGHT NOW, I
REALLY WANT
CHOCOLATE!

10. Chocolate associated with romance and
intimacy. it can be others, or even with
oneself. Chocolate takes you to a deeper
connection with others and yourslef.
Conclusion
WARM,
ROMANTIC, AND
INTIMATE

11. What do you feel do after you
drink Chocolate?
DISCUSSION #3

12. Chocolate Effect
FEELING GOOD TO BED MORE COMFORTABLE
PLAYING GAME
FEEL REFRESHED DURING
HOT NOON
I FEEL CALM DURING
ASSIGNMENT
FEELING WARM AND MORE
ENJOY THE CONVERSATION
FEELING COMFORT
WATCHING SOCCER
MORE INTIMATE
MAKE UP MY MOOD CALMING WATCHING SUNSER

13. Or even romantic and intimate.
Conclusion
INDULGENCE
SOOTHING
RELAXING
COMFORTING

14. What makes a good chocolate?
DISCUSSION #4

15. Chocolate Effect
MANIS ENAK MANIS GAK TERLALU MANIS
MANISNYA PAS KENTAL DAN MANIS MANIS
ADA SUSUNYA
AGAK PAHIT CREAMY

16. Sweet taste potentially associated with
sweet ramonatic and intimate moments.
Conclusion
CHOCOLATE
IS SWEET FOR
INDONESIAN

17. There’s always a time when we want to
enjoy a delicious sweet chocolate on my
own.
Conclusion
CRAVE FOR
CHOCOLATE

18. THANK U
IR@ICHSANRASYID.COM