Galaxy has launched a new national advertising campaign centering around its sponsorship of ‘Sex and the City: The Movie’.
By drawing on the age old debate - Sex or Chocolate? - the campaign portrays the Galaxy bar as an indulgent female pastime second to no other.
TV is being backed by outdoor and digital and is aimed at women who love to indulge themselves, whether it is by losing themselves in the new ‘Sex and the City’ movie or by unwrapping a velvety bar of Galaxy chocolate.
In a coup for the agency and the brand, the TV work was directed by Wendey Stanzler, one of the main directors from the smash hit TV series, giving the ad an authentic ‘Sex and the City’ feel.
TBWA\London’s digital work which is all jointly branded Galaxy and ‘Sex and the City’ allows consumers to answer the question - “Is it true? Is chocolate actually better than sex?” - for themselves.
The campaign includes a quiz on the landing page of Heatworld.com for people to determine which ‘Sex and the City’ character they are most like, a downloadable widget, which offers exclusive news and gossip about the movie, and banner ads with a live barometer to choose a preference between various options such as chocolate and sex or chocolate and shoes.
Executive Creative Director at TBWA\London, Steve Henry, said, “By teaming Galaxy up with ‘Sex and The City’, the brand will be associated with the biggest media event of the summer.
“The sponsorship further establishes Galaxy as a brand that understands women but also uses the debate between sex and chocolate as a bit of light-hearted fun, meant to engage and entertain customers during the summer months.”