3 Reasons Why Chocolate Brands Embrace Content Strategy

The Chocolate War & how 23 brands use content to win it, working their way around the impending reality that demand for cocoa outstrips supply

@FrankDelmelle

Across the globe, confectionery brands seem in a rush

to reinvent their stories

These Days Y & R

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Why?

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Confectionery brands face a triple chocolate shock

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Eight markets drive 70% of the worlds confectionery growth, according to Mondelez: Brazil, China, Colombia, India, Russia, South Africa, Turkey and Vietnam.

Euromonitor, Global Confectionery Overview: Key Categories, Countries and Trends to 2019, Global Briefing|29 Jul 2014; KPMG, A taste of the future. The trends that could transform the chocolate industry, CONSUMER MARKETS JUNE 2014, http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf

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@FrankDelmelle

The other transformational issue the industry faces is sustainability. () In an age where consumers are much more environmentally conscious and empowered, through social media, to express their concerns the industry must show external stakeholders that it is continuing to make progress on a number of key issues, including land, labor and water.

John A. Morris, KPMG, June 2014 KPMG, A taste of the future. The trends that could transform the chocolate industry, CONSUMER MARKETS JUNE 2014, http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf

Ill.: documentary film The Dark Side of

Chocolate (almost 1M YouTube views);

table: Euromonitor 2014

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By 2020 demand for cocoa could outstrip supply by more than 1m metric tons

John A. Morris, KPMG, June 2014 KPMG, A taste of the future. The trends that could transform the chocolate industry, CONSUMER MARKETS JUNE 2014, http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf

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Ill.: Ghirardelli Minis #bite-sized #scarcity

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Thats why - until the cocoa genome is sequenced - confectionery brands need stories (if they are to survive their products inevitable premiumization)

@FrankDelmelle

Here are 23 confectionery brands reinventing their brands, their stories

and their content strategies,

@FrankDelmelle

1. DANDELION, HOW WE MAKE CHOCOLATE #ORIGIN STORIES #MEDIUM https://medium.com/@dandelionchoco/how-we-make-chocolate-3eddd92ca6d7

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2. ORIGINAL BEANS VIRUNGA THE MOVIE #CSR #BRANDED DOCUMENTARY http://originalbeans.com/virunga-movie-chocolate-challenge/

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3. MAISON CAILLER CHOCOLATE HAUT-COUTURE #PERSONALISATION #E-COMMERCE #SOCIAL Nestls luxury brand delivers fresh chocolates, tailor-made for individual tastes. Maison Cailler is a unique profiling system that consumers use to discover their chocolate personality and share the result with their friends online. Within 48 hours of using the service, consumers will be sent a box of Maison Cailler chocolates that have been carefully selected to match their individual preferences. http://www.nestle.com/Media/NewsAndFeatures/Maison_Cailler @FrankDelmelle

Ghirardelli leveraged the creativity of its fans, by asking them to submit photos of their best s'mores creations, giving it treasure trove of content for its social media channels.

4. GHIRARDELLI WHATS YOUR ULTIMATE SMORE? #CO-CREATION #USER GENERATED CONTENT #SOCIAL

http://ultimatesmorescontest.com/entries; http://www.thehubcomms.com/5-delicious-marketing-insights-from-ghirardellis-digital-brand-manager-chris-pemberton/article/367100/ @FrankDelmelle

5. TCHO FLAVOR WHEEL #FLAVOR-FOCUS TCHO's core product principle is flavor. We use our Flavor Wheel to tune each of our chocolates. It's our roadmap as we hunt the world for the beans we need. The flavor wheel also serves to help you discover your chocolate in a common-sense way.

http://www.tcho.com/tchois/flavor-focus/

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https://www.facebook.com/media/set/?set=a.673656676010698.1073741932.350672714975764&type=3; http://www.nestle.com/media/newsandfeatures/japan-kitkat-boutique

KitKats firstboutique in Japan, the "Chocolatory" store is located within the Seibu department store in Tokyo's Ikebukuro districtand is stocking exclusive varieties of the chocolate bar created in collaboration withJapanese chocolatierTakagi. The three special varieties created by Takagi () only available in Kobe.

6. KITKAT CHOCOLATORY (TOKYO) #LIMITED EDITIONS #EXCLUSIVITY

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These Days Y & R

7. MADECASSE BEAN-TO-BAR STORIES #ORIGINSTORIES #TRACEABILITY #FAIRTRADE #CSR http://www.madecasse.com/our-story/; https://twitter.com/Madecasse

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http://www.meltwater.com/public-relations-blog/brand-storytelling-part-2-emotions-

attachment-bring-next-level/; https://www.youtube.com/watch?

v=CiZCW_lWW0M; https://econsultancy.com/blog/65485-what-

is-storytelling-for-brands-and-why-do-you-need-it/

8. CADBURY MOMENTS OF JOY AT WATERLOO STATION #EXPERIENTIAL STORYTELLING #INTERACTIVE #WORD OF MOUTH Cadburys Moments of Joy a campaign stunt where they staged a take over of the UKs largest digital screen at Waterloo Station. () For this, they implemented an augmented reality game where players could interact with virtual objects to win bars of chocolate, on the spot. Not only was the game fun to watch, it left everyone involved (even some airport security agents) with a feel good impression of the brand. The hero in this instance, being the Cadbury fans, themselves!

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http://www.chocomize.com/chocolate-of-the-month-club

9. CHOCOMIZE, CHOCOLATE OF THE MONTH CLUB #SUBSCRIPTION ECONOMY #CRM

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In Doha, many customers create chocolate theater spectacular bespoke products for special events with the chocolatier at the Criollo emporium.

http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf

10. CRIOLLO (DOHA), CHOCOLATE THEATER #EXPERIENTIAL STORYTELLING #EXPERIENCE MARKETING

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11. LEONIDAS, MANON SIGNATURE #CROSS-CATEGORY #LINE EXTENSIONS

Euromonitor, Global Confectionery Overview: Key Categories, Countries and Trends to 2019, Global Briefing|29 Jul 2014

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https://www.cadbury.co.uk/Joymaker; https://econsultancy.com/blog/65485-what-is-storytelling-for-brands-and-why-do-you-need-it/

12. CADBURY JOY MAKER #GIFT #GIVING #PERSONALISATION #APP

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13. ASKINOSIE STORYTELLING WRAPPERS #STORYTELLING #TRANSPARENCY

http://www.entrepreneur.com/article/228365

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With 14 employees and no advertising budget, Shawn Askinosie, founder of Springfield, Mo.-based Askinosie Chocolate, decided to see if he could put an essential part of his product to work to tell the company's story: the wrappers. () Askinosie's wholesale customer retention has improved by more than 30 percent since the team began communicating clearly to those on the front lines selling the chocolates how the product is sourced.

14. MAST BROTHERS (VIMEO STAFF PICK) #PERSONALITY #AUTHENTICITY #CRAFTSMANSHIP https://blog.kissmetrics.com/narrative-and-customer-engagement/

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15. TAZA CHOCOLATE PAIRING GUIDES #HOW TO #YOUTILITY #RECIPE #DIY

http://www.tazachocolate.com/Social/Chocolate_Pairing_Guides

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http://www.nendo.jp/en/works/chocolate-paint-2/; http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf

16. NENDO CHOCOLATE-FILLED PAINT TUBES & PENCILS

#PREMIUM #EXCLUSIVE #MINIS

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17. GODIVA MOON CAKES #FESTIVAL #CULTURAL See also: WHITE DAY (JAPAN) DIWALI FESTIVAL (INDIA)

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18. LINDT IT STARTED WITH HELLO #ROMCOM #ONLINE VIDEO #SERIAL #MILLENNIALS

http://www.prnewswire.com/news-releases/lindt-teams-up-with-ashley-tisdale-and-maker-studios-to-launch-digital-series-it-started-with-hello-274890241.html; https://www.youtube.com/watch?v=2hjqwejG1u0

Premium chocolatier Lindt USA, actress and producer Ashley Tisdale, and online video content provider Maker Studios join together to create an exciting, new romantic comedy series

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CocoJet is a partnership venture between 3D Systems and The Hershey Company: a printer that streams delicious liquid chocolate, according to design specs, just as a regular 3D printer streams filament. Users can choose between dark, milk or white chocolate and between pre-programmed designs or confections of their own creative devising.

http://www.psfk.com/2015/01/cocojet-custom-print-hershey.html

19. HERSHEYS COCOJET #3DPRINTING #PERSONALISATION

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http://www.thehubcomms.com/5-delicious-marketing-insights-from-ghirardellis-digital-brand-manager-chris-pemberton/article/367100/

Most of the content consists of mouth-watering images of chocolate and chocolate-related food. But the ones that get the most shares are often simple quotes such as "A day without chocolate is not a day at all" or witticisms like this one, which got almost 600 shares on Facebook:

20. GHIRARDELLI SOCIAL SNACKS #PINTEREST

https://www.engageme

ntlabs.com/godiva-is-the-

most-loved-on-social-media-

this-valentines-day/

@FrankDelmelle

21. THE GROWN UP CHOCOLATE COMPANY #GROWN-UPS ONLY #BRAND POSITIONING #NICHE #WIRED

https://thegrownupchocolatecompany.co.uk/about

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Online video series features real couples with unique love experiences

http://www.prnewswire.com/news-releases/dove-chocolate-brings-to-life-stories-of-a-love-less-ordinary-this-valentines-day-300035496.html

22. DOVE CHOCOLATE #LOVELESSORDINARY #ONLINE VIDEO SERIES #REAL COUPLES #STORYTELLING

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23. TONY CHOCOLONELY SLAVE-FREE CHOCOLATE #BRAND POSITIONING #USP #CSR #TRANSPARENCY

The potential impact of sustainability on brand value can be illustrated by the Dutch start-up Tonys Chocolonely. Branding its bars as slave-free, the company has achieved annual revenue growth of 65% over the last five years.


@FrankDelmelle

The Chocolate War & how 23 brands use content to win it, working their way around the impending reality that demand for cocoa outstrips supply

@FrankDelmelle

Marketing

3 Reasons Why Chocolate Brands Embrace Content Strategy