Thursday, March 4, 2010

Cloetta Good - great chocolate, right identity?

I came across a newly launched fair trade chocolate yesterday. It is Swedish Cloetta who have embarked on the fair trade journey with the launch of Cloetta Good, a two product range launch based on the simple motto of ‘feel good/better when you eat good tasting chocolate’.
The good thing about the Cloetta Good milk chocolate that I bought and tried is that it does taste awesome. Far better than average bulk milk chocolate. Cloetta has understood the importance of laddering up their benefits and ensuring that the emotional benefit of ‘feel good about your chocolate eating’ is supported by a strong and equally powerful functional benefit of ‘superb chocolate taste’. So, I certainly give the product benefits a thumbs up!
What’s even more important though is a well-executed differentiated positioning and consumer relevant identity visible via packaging, design and communication. Could the Cloetta Good perhaps have benefited from a more bare, classy and stylish positioning and identity rather than the more mid-range look and feel that they’ve embarked on. That’s the question that I’m left with as I munch on my last piece of milk chocolate…

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