ETHEL M CHOCOLATES

Creative Center: Phoenix

Branch: Sacramento

CHALLENGE: Our objective was to develop an effective ERP, including a poster and a payroll stuffer that would attract nearly everyone from high school and college students to people currently working in retail, mothers reentering the workforce, and even retirees. The available positions were, for the most part, mostly part-time sales associate opportunities for their new Las Vegas showcase on the sunset strip. However, they wanted something that would also be effective for all openings in all of their 22 stores nationwide. Because of the part-time status of these openings, there are no medical/related benefits and the pay for such positions is at the modest industry average. These were obstacles we were able to overcome because of Ethel M’s desirable atmosphere...chosen associates would be surrounded by chocolate! Because of the internal nature of this project, Ethel M gave us the OK to have a little fun with the execution. We did! SOLUTION: We created two broad, yet separate, and highly effective ERP executions that will attract sales-oriented people. In the first execution, the headline was a double meaning that incorporated words associated with chocolate...caramel and cocoa. These words are also names of people when spelled slightly different...Cara, Mel and Coco. The result was a light, fun and interesting way to highlight the main reason someone would want to join Ethel M...the atmosphere. Plus, we covered the main reason the employee would refer someone to Ethel M...the cash! The second execution followed the rationale of the first.