As you might know, you are not the only one to stuff yourself with chocolate. A tenth of the annual sales of chocolate confectioneries are made for Christmas time. It is a kind of tradition to eat chocolate with our families. Nowadays, Christmas is longer a religious feast, but a moment of sharing for the families. Chocolate brands perfectly understood it and invest a lot in their marketing campaigns for Christmas.
The fact that almost everybody feels involved by Christmas entails that targets are numerous, so brands developed a whole range of seasonal products to meet the needs of the customers. Premium brands launched chocolate boxes : Ferrero and its Ferrero Rocher, Lindt and its Champs-Elysées box… At the same time, there is a range of seasonal products for children : Lindt launched a box filled with small Father Christmas. All the brands play with the cultural codes of Christmas and the main symbols are often used as packages to attract customers. The trend to make decorative confectioneries with chocolate is widely spread among the main manufacturers. Hence, we always meet a chocolate Father Christmas or chocolate balls on the Christmas tree in our houses, not forgetting the famous Advent calendar.
This years, Ferrero UK invested around 9 million euros for the Christmas campaign. It allows Nutella to develop a limited edition of jars.
Kinder, from its part, targets children with new collectable winter eggs and figurines.
Obviously, the best way to sell during a family feast is to brand your products with emotions, that is to say focusing on happiness with moments of sharing, tenderness and comfort. But do not forget that Christmas is also linked with a magical folklore. It delights young and old alike.
Cited sources :
- Floriant Pierrat, Les 5 chiffres à connaître sur le marché du chocolat, Le Figaro, September 27, 2017