Confectioners must play on the emotions

Our Web site address on the Internet is: http://www.marketing-week.co.uk/mw000Letter of the month prize. Every month the editor will award this de luxe fountain pen to the writer of the best letter. The chrome and 22ct gold pen, made by AT Cro

I am writing to you in both a professional and personal capacity, from the heart of my “tuck shop” in which chocolate countlines nest (not for long mind you).

I am not surprised that Cadbury’s launch of Fuse “Cadbury bids for worldwide boost” (MW July 12) is being greeted with more than just the usual interest – innovation in the confectionery industry is almost as rare as a solar eclipse.

OK so the three wise men – Cadbury’s, Mars and Nestlé Rowntree – are counting on profit covered chocolate nirvana by the cost-efficient 100m turnover dose, but surely they can come up with more than variety packs, pic ‘n’ mix, giant and mini sizes?

Confectionery is a market which relies on fun, impulse purchase and often child appeal, so where are the unusual shapes and the interactive packs?

Indulging in chocolate confectionery is very much an emotional act and as much as a reflection of the consumer’s mood as their functional need, something that can swing wildly throughout the day. There are many confectionery needs and they are not all being satisfied by current products.

Isn’t it about time the confectionery giants bucked up their ideas and started realising the potential of understanding emotion and the power of the senses to create a powerful chocolate brand experience?

That would be sweet for the lips of waiting consumers.

Rachel Brushfield

Senior brand strategist

Grey Matter

London N1

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