The chocolate industry is composed by numerous companies and it has always been characterized by creative, innovative, and beautiful advertisements, typically built on important values such as family, love, history, and culture.
It’s very interesting to compare the advertisements that the different firms publicized throughout the decades, so we picked 3 chocolate companies and 2 of their ads, an old and a new one.
FERRERO
The company was founded in 1946 by Pietro Ferrero. He and his wife Piera were able to transform a simple confectionery into a sweets industry!
Initially the company was located in Alba, a city in the north of Italy.
Soon Pietro’s family developed an entrepreneurial vision and they expanded their business in several European cities. In 1956 the first factory in Germany was founded and soon after one in France. Thus, in few years Ferrero established an international presence in the market.
The company produces chocolate snacks and sweets of different kinds. The most famous product is Nutella, which was introduced in 1964 in Italy.
There is a big difference between the old and new advertising of Nutella.
The old ad shows the simplicity of the product: it is spread on a bread slice. It shows a nutrient and yummy snack for children. In fact, in the first years, the target of the company was made up by mothers. The classic and somewhat patriarchal perspective used to view mothers principally as caretakers of both the house and their children, going groceries shopping and buying the snacks for the kids.
The new campaign shows a most gourmet formula and a simple recipe that consumers can prepare with Nutella.It is intended for a larger number of customers: it is a product accessible to everyone.
The firm has maintained the same core value for all their advertisements throughout the years: family and the importance of it.
LINDT
In 1879 Mr. Rodolphe Lindt had the desire to specialize himself in chocolate so he started to produce chocolates.
In the last decades of 1800 chocolate was a luxury product available only to elite customers.
The Swiss company became soon popular thanks to its increase of products and. It experimented with several different ingredients, tastes, and diverse mixes of chocolates.
In the vintage marketing campaign, we can see that the focus is on the product and on the nuts that the chocolate contains, highlighted by the presence of the squirrel.
In the new campaign the focus is on the chef and the professional technique he’s employing in creating chocolate. The company promotes the precise and elegant work of the confectioners and bases its advertisement on the showcase of Lindt’s excellence, refinement and high quality.
The firm uses these values to differentiate itself from the other brands and establish a competitive advantage.
PERUGINA
This Italian company was founded in 1907 in Perugia by 4 men: Francesco Buitoni, Leone Ascoli, Francesco Andreoni and AnnibaleSpagnoli. Initially the company produced candies but later they introduced chocolate products.
In 1988 the firm was bought by the Swiss group Nestlè and started to assume an international trait.
One of their most famous products are the BaciPerugina.
The outdated campaign was focused onthe couple of lovers and how the product is a perfect gift for your loved ones.
Nowadays, the company wants to convey the concept that people can buy chocolates whenever they want and for themselves as well, but the advertisement is still built on the fundamental value of love: the caption says “Say I love you the Italian way”, which highlights both the significance of love and that of the Italian culture, which is very important for the business and is used as a source of differentiation from competitors.
The new ad is more universal than the older one, both thanks to the absence of people in it, which leaves it open to interpretation and makes it more politically correct, and the use of the English language instead of Italian.
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