One of the best selling gift in Japan
White Lover is a chocolate snack that began selling in December 1976 in Hokkaido. Annual sales volume is around two hundred million pieces and it has been selling well for 40 years with sales of up to 10 billion Yen (around 77million Euro).
When it comes to Hokkaido (Japan's northern most island's) souvenir, the most representative gift that comes to people’s mind is White Lover. It is the perfect gift for Valentines day.
Here are some reasons as to why it became successful and how storytelling can be helpful to their business.
Story behind the product’s name
The name of the product reminds people of a wide spread folklore “White Lover” in Hokkaido.
Hokkaido is a place that has been covered with snow for more than half a year. Once upon a time, Hokkaido was a colorful place with four distinct seasons: In May there was an endless lavender field and in December, it changed to days full of snow.
One day, God and Satan sent messengers to come here: the mission of the angel was to keep May here, the devil's mission was to trap the December.
However, the angel who was a man found two problems after he met with his opponent: First, when he met the devil, he fell in love with her regardless of her identity. Second, it turns out that her magic was much more powerful than him. He could not win over her and was unable to fight.
So he went to ask her to live with him in May. But the devil said, "No, loving me is your business, this has nothing to do with me." After a long silence, the angel finally made the decision and said: "I will help you trap December and guard this place forever." The female devil sighed. "You probably said the old people called 'Lover'? Just to love others, but nothing else more”
And now it embodies the true love that does not expect anything in return.
One day, founder Ishimizu Yukia was resting on the way back from skiing. Looking at the silver white speckles of snow, the infamous 'White Lover' came to mine.
There are many versions about the origin of the name "White Lover”, each one of them being romantic.
Engaging customer with the brand on emotional level
This love story has been sold to customers. The romantic and pure elements are also shown in their packaging and chocolate factory where it makes you feel as if you are standing in a fairy tale from Europe. Because of the romantic emotion attached onto White Lover, the biscuit has also become a popular gift for Valentine's Day. People want to use this romantic and beautiful meaning, and enjoy this day with beloved ones.
Just like the famous story of Lady Godiva, this is the inspiration behind the Godiva Chocolatier name. He sought a name for his company that embodied timeless values balanced with modern boldness – much like our lady of legend.
All brands play on emotion and develop a sense of personality to impress customers and help them to remember; this can be a good product differentiation.
Differentiate the brand with strong local characteristics
Firstly, chocolate are the combination of fresh milk with mellow chocolate since the good quality of Hokkaido milk is very famous.
Secondly, its Hokkaido view packaging. On the outside packaging there is a mountain in Hokkaido called Rishiri-zan. Since it’s surrounded by lake, it always seems foggy and mysterious to people. The inside packaging is classic navy blue printed with large and small snowflakes, presenting a winter landscape of Hokkaido and reminding you of that snow-covered world.
Toblerone is also a good case. It’s a well-known Swiss chocolate brand. The most famous mountain in Switzerland called The Matterhorn is printed on the packaging which makes a must-buy souvenir in Matterhorn.
All these strong local elements make White Lover a decent and elegant souvenir for travelers all over the world.
Good quality keeps the good reputation and loyal customers
The chocolate made from Hokkaido's fresh milk can melt in your mouth. Crisp biscuits with a requires a very precise oven temperature.
One big milky chocolate in between two thin cat tongue biscuits makes people can’t stop eating.
Only the taste and quality is assured, there could be a long-lasting relationship with customers. The packaging, romantic story and customer experience are important touch points which are definitely essential to the brand. But customers will less likely to buy it twice if the taste is not that impressing, thus not recommending it to others.
Therefore, the good taste of well-made chocolate is a must-have key factor for a successful product. The good story, packaging and customer engagement will help customers remember the brand.
Scattered throughout all the duty-free shops of major airports and metro stations, white lover has became the gift travellers rush to buy.
Cited Sources:
1.“The GODIVA Name.” The GODIVA Name | GODIVA, www.godiva.com/our-story-the-godiva-name/OurStoryArticle1.html.
2.“Super popular king of goods: feel the white lovers of Hokkaido....” 14 Jan. 2018, www.sohu.com/a/216683276_167861.
3.“Classic Packaging. Toblerone.” Arch Bridges, design-technology.org/toblerone.htm.