Copywriting

As a project manager for Pavone Marketing Group, I was encouraged by the head creative director and several brand managers to ideate and come up with creative copy for several major brands.

Patchi Chocolates® is a premier global chocolatier and was a client of the agency. The brand manager was looking for a clever way to introduce a new angle for their chocolate products.

I thought, why not create a gift set of chocolates one could purchase for their loved one, that were shaped in various cuts of traditional gemstones?

Product Name Suggestions: 24 Karat Chocolates, Edible Diamonds, Edible Gemstones

Creative Suggestions:

- Offer chocolates in the shape of traditional diamond cuts.

- Make the creme liqueur inside, the colors of the month. i.e… ruby would be cherry, etc.

- Mount them on plastic or edible ring bases as an elegant edible delight and nestle them inside little compartments within the gift box so that when opened, each month would be on display.

- Patchi® could offer a set of 12 or just sell individual chocolate gem rings.

- This could serve as a temporary “promise ring” until a real diamond can be afforded.

- Eating it, could symbolizes the commitment to the union.

- Could have a set for him or her, or for couples.

- Could partner with Debeers® to promote. Co-brand. "The premiere diamond vendor and the premiere chocolatier brand."

-Maybe have a real piece of solid gold shaped like the other chocolates in a limited amount of boxes?

Suggested Creative Copy:

“Patchi Chocolate Rings™ make for an amazing gift of love and affection.”

"Patchi Chocolate Rings™ make for an amazing gift of love and confection."

Feb 14th Valentine’s Day Launch Campaign:

“The perfect delectable gift for your favorite Valentine.”

For print advertising and web: 

Suggested Taglines: 

"Symbolic Chocolate" 

“Sheer Chocolate Brilliance” 

The print ad could show the unearthed chocolate gem in a cave with a miner’s light shining on the treasure like the Hope Diamond. it could also show the item unearthed amidst diamonds with an excavation pick nearby.

When I was proofing this copy and advertisement for GWC Warranty®, I offered some creative suggestions on how to improve upon it.

Existing tagline: "No worries, just drive™."

Creative Suggestions:

Alternative ad slogans:

- "With GWC Warranty®, 'breaking in' is never a bad thing."

- "With GWC Warranty®, the 'breaking in' process is part of the fun."

- "With GWC Warranty®, you stop counting miles and start counting smiles."

- “With GWC Warranty®… miles and smiles are on us."

Ad Content Suggestions:

- On the dash have it read “NO LIMIT” instead of "NO FEAR."

- Show high miles on the dash?

- Show a man or a woman smiling in the reflection on the clear plastic cover over the instrument panel.

- Show a beautiful woman smiling while driving a convertible. She has long hair that is flowing freely and she is wearing sunglasses, smiling and has the top down.

All creative content, including ideas and intellectual properties depicted on this website, unless otherwise indicated , are the copyright © of Eric J. Kraus.