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Topic : Future of Advertising: What's Next?
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Is chocolate the new flavour for marketers?

Created by : Ramdas Pawar, Sales/BD Manager, Flex  | 11 04 2009 13:14:15 +0000
Industry : Consumer DurablesFunctional Area : Growth(Strategy & Execution)
Keywords : phone marketers chocolate cocoa plain vanilla
Activity:  313 views;  last activity : 07 06 2010 20:18:09 +0000

Chocolate has come out of the boundaries of merely a plain-vanilla product and is used in perfumes, shampoo, mobile phone, even watch claiming to drip dark rich time.


http://www.la-story.com/upload/2009/02/_looking_for_something_different_to_give_the_man_i/bg-body-product.jpg

Looking for the next big hype, marketers are betting on the cocoa solid, as they try to evoke the age-old traits associated with it — richness, sophistication, sensuality, temptation — to sell off a variety of things to a wide band of consumers. When chocolate is used in a non-food context, it immediately attracts attention and helps in understanding that it is one of the few legal vices around...so it gives marketers something great to play with.

Three years ago, LG Electronics also launched a chocolate phone, the KG800, which was brought to India in 2007. The company has sold over 10 million of these phones globally and is the process of launching yet another chocolate phone.

What do you think? Is chocolate really becoming the new flavour for marketers?

  
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No, I would not totally agree with Mr. Pawar here. Products of chocolates are though having a good run in the market, it is not like marketers are vouching for chocolate related content or chocolate related products out there. It is just that due to its taste, it is used in food stuffs, due to its adult and romantic symbol, it is used in various products. But it is nothing like the only thing attracting the attention of public. There are various other things far better and successfull than chocolate... 


By Jayant Vishnu, Art Director/Sr Art Director, Creative  11 04 2009 13:47:09 +0000
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i think chocolate have got a universal appeal  which is irrespective of ages from kids ,youngsters and adults everyone adores chocolates .it is interesting to use it as aroma 'coz that  is  a sure head turner.i think there would be plenty of guys using it for attracting female attention n marketeer has sensed it right so made use of it n obivious have been able to catch reasonable eyeballs.as long as it serves the purpose its fine to deploy it .
By kawaljit kaur, pgdbm student , Mount Carmel Institute of Management  | 11 05 2009 06:52:43 +0000
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Yes it is. People prefer chocolate taste, chocolate colour and everything related to chocolate. That is the reason starting from baby food to cosmetics. Now a days everything is becoming chocolate flavoured since it is the public demand.
By James Masih, Product/Brand Manager, FedEx  | 11 05 2009 04:56:38 +0000
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Sure, it’s the mass appeal and the high recall value of chocolate that makes it an adman’s favourite. It’s been eaten for over 300 years, it is an adult treat that stands for sin, smoothness, romance, sophistication and sensuality. Advertising always thrives on fads and chocolate is the next big fad, like chlorophyll or lanolin, which companies claimed were revolutionary products. These gimmicks have always been around. Non-edible chocolate-based products were never heard of earlier. Maybe these products have recall value. But is that recall positive or negative? And just because 3-4 products have come out with chocolate variants, doesn’t necessarily mean its a trend.
By Ramdas Pawar, Sales/BD Manager, Flex  | 11 04 2009 13:39:08 +0000
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i truely disagree, let the chocolate flavour be resticated till food it suits there best, rahter then going for deo & all, yup the flavour attracts all, but in deo & other such products is not suitable.
By Mohammed M Lakdawala, Production& R&D Executive, Paper Art Insustry  | 03 12 2010 03:33:46 +0000
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Success of a couple of products cannot guarantee that chocolate flavour will succeed.  I cannot imagine that one person can take chocolate flavour foods for breakfast, lunch and dinner, chocolate soap, chocolate toothpaste, chocolate shampoo, chocolate deo, chocolate phone, chocolate pens, etc.  How much of chocolate can one tolerate?
By Hari Prasad K, Head - Managed Services & IT Solutions  | 11 05 2009 10:30:23 +0000
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I agree to certain extent what Mr. Jayant had said. As per me in this context of Axe effect chocolate has more to do with teen age seduction less with the flavor. The insight behind it that chocolate has never considered as a macho man, it’s more to do with cuteness. This fad will come and go every now and than.  
By K Satish Kumar, Promotion and MArketing , Twinings Pvt. Ltd.  | 11 05 2009 06:53:22 +0000
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Of course not. There are many other varieties in the market and products are coming in their flavours more than chocolate. Only celebrities promote the chocolate products that is why they get the fame or else there is nothing like Chocolate ruling the market...
By Neelima Pandey, PR & Media Relations Manager, Group M  | 11 05 2009 04:59:53 +0000
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Yes, I agree ...

Chocolate is a flavor and related to the consuming products...

As an fragnance of a Deo or perfume it may be a gud one but mite be eroctic as well......

How does it seem.... a person is smelling like a chocolate...??? than next will b Strawberry also.... nd than other food products...

I dont think it will succeed with wide acceptance.. may be gud occassionally bt not in daily use...
By Sampanna Shastry, Deputy Manager- Marketing & Sales, Arani Power Systems Ltd  | 11 05 2009 04:14:15 +0000
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