The Quality Street chocolate box product was launched in 1936 by Halifax confectioner Mackintosh and become an extremely popular Christmas purchase. This film illustrates a shift in their advertising ideology; moving towards a more character based driven campaign, rather than simply selling the product. This film is an excellent example of the evolution of marketing strategies in the fifties. The film opens with a shot of an old fashioned square Quality Street box in front of a white...

The Quality Street chocolate box product was launched in 1936 by Halifax confectioner Mackintosh and become an extremely popular Christmas purchase. This film illustrates a shift in their advertising ideology; moving towards a more character based driven campaign, rather than simply selling the product. This film is an excellent example of the evolution of marketing strategies in the fifties. The film opens with a shot of an old fashioned square Quality Street box in front of a white background. The camera zooms out, and the voice over states that this image does not summarise the Quality Street product. A cut is made and the Quality Street box has now been stripped away leaving only the chocolates encased in a plastic seal. The voice over remarks that this is a closer representation of Quality Street, as we are now able to see the vivid colours of the sweets. Another cut is made and the chocolates spill out onto the table in their individual rappers. The voice again makes the point that we are getting closer to the true essence of Quality Street; the chocolates are all different shapes, sizes, flavours and colours. He then goes on to make the point that it is clear that all these chocolates have individual characteristics, and that this could be crystallised to the public by creating a Quality Street ad campaign called, 'The Quality Street Gang'. The camera is now poised above a large white piece of paper. A marketing specialist draws a cartoon character representation using each individual chocolate's characteristics. Once the drawings are complete, he has created five characters which make up a part of the gang. The final shot of this film shows a finished drawing of the complete Quality Street Gang.