To get the slightly battered convection oven for their new Brooklyn chocolate factory, Rick and Michael Mast traded 250 chocolate bars. These Brooklynites are hand-making pickles, cheeses and chocolates the way others form bands and artists’ collectives. They have a sense of community and an appreciation for traditional methods and flavor. The borough has become an incubator for a culinary-minded generation whose idea of fun is learning how to make something delicious and finding a way to sell it.
Kraft-owned Green & Black's Organic Chocolate is showcasing its Fair Trade Certification credentials with a new "Global Ambassadors" program. The program will send 10 U.S. and U.K. residents to the Dominican Republic to assist the brand in helping the country's cocoa farming community. Participants will spend 14 days in the D.R. next spring, learning about the community and helping to build a gravity-fed water system to ensure consistent access to fresh, potable water.
Madecasse has a lot going for it. It's delicious chocolate. It's made in Africa (the only imported chocolate made on the continent with local beans). The guys who make it are doing good work and are nice as well. The question I asked them is, "does your packaging do its job?" I don't think the job of packaging is to please your boss. I think you must please the retailer, but most of all, attract and delight and sell to the browsing, uncommitted new customer.
At a time when many consumers are drinking tap water rather than bottled water, shopping at Wal-Mart rather than department stores and eating in rather than dining out, a high-end chocolatier is making over its marketing to better fit in with the new mood. The Godiva brand of chocolate is introducing a campaign that carries the theme “the golden moment.” The campaign, with a budget estimated at $3.5 million to $4 million, is the first work for Godiva from its new agency, Lipman in New York. The campaign, composed of print and out-of-home advertising, does not seek to reposition Godiva as an alternative to Hershey or other mass-market candy brands. Nor does it suggest, as so many ads for upscale products do these days, that Godiva is a good value. Rather, the campaign seeks to explain why Godiva is still worth buying during tough times, using an emotional appeal to make the case that a brief respite to indulge oneself — “the golden moment,” as it were — is as desirable now as it was when the Dow was at 14,000.
When Mars, the maker of M&Ms, Skittles and Twix, embarked this year on its first new confectionery brand launch in 20 years, it turned to women for inspiration. Fling, a chocolate bar on sale in California and online at www.flingchocolate.com, is quite clear about who its target market is: the slim fingers of shimmering chocolate are packaged in a bright pink wrapper with the slogan “Naughty, but not that naughty” while claiming to contain less than “85 calories per finger”.
Hershey Co. provided some much-needed sweet news this morning. Among other things, two storied brands, Reese's and Kisses, are regaining market share after increased advertising support.
Hot on the tracks of the recent post about Cadbury making its Dairy Milk chocolate comes news that Mars are also going the same way. In the latest ad of their corporate branding campaign, Raising the Bar, they make 2 claims: - From early 2010 Galaxy will source its cocoa beans from Rainforest Alliance farms - Mars is the first company to commit to having the entire cocoa supply certified fair trade by 2020
Leading chocolate company Cadbury made a pretty amazing announcement last week. By this summer all the cocoa beans and sugar in its chocolate will be fair trade. Yup, that's right. Not a fair trade "ghetto" variant that raises questions about the rest of the range. The whole bloody lot.