Cheeky tone in the chocolate market

Ragusa - the chocolate launched over 70 years ago with its rectangular shape and whole hazelnuts is a classic in Swiss chocolate history. Externally, the cult product has been updated again and again over the years - with adjustments to the design and new packaging units. Ragusa, on the other hand, has remained true to its original positioning over the years: an outdoor product that is a pleasure to have on hand on school trips, while hiking, or on the ski slopes.

In 2008 came the first turning point. The Ragusa family was completed with a dark variant "for the gourmets". Less sweet, with 60% cocoa content. Ragusa Noir now accounts for around 30 percent of Ragusa products sold. Now the brand has grown for the second time. This time, the company from the Bernese Jura wants to attract a younger, female audience to the traditional brand with a new Ragusa alternative. Why wasn't a new brand launched for this purpose? "Ragusa enjoys a high profile in Switzerland. We wanted to build on the strength of this brand," says Regula Gerber, communications manager at Camille Bloch. "At the same time, the aim was to rejuvenate Ragusa as a brand. After all, even a traditional brand has to reinvent itself again and again to stay current."

It would have been obvious to develop a white chocolate after launching the dark variant. However, Camille Bloch felt that this was too narrow - especially since white chocolate is heavily used in the children's segment. Instead, the company wanted to break out of the brown-white-black chocolate world. CEO Daniel Bloch finally came up with the brilliant idea during a trip to the Canadian province of Quebec, which is said to be home to the world's biggest chocolate fans. Enthusiastic about a chocolate speciality with caramel that went by the name of Blond, he traveled back to Switzerland. Soon the whole company was enthusiastic about the idea, and the innovation team set about developing its own product. The result was a Ragusa with Blond couverture, caramel-flavored praliné filling and, like the original, whole hazelnuts.

Ragusa rocks

The blonde chocolate was born - and the name Blond was set. What was still missing was the right appearance. At this point, the communications agency By Heart came into play, which had already helped shape various brands from Camille Bloch in recent years. By Heart was commissioned to define the positioning for the golden blonde Ragusa and thus further develop the existing brand world. "The challenge was to implement the DNA of Ragusa in a new and young way, without losing its authenticity and naturalness," explains Creative Director Hans Siegwart of By Heart. The nutty, pithy character of Ragusa was to be preserved. But while the original had more of a traditional, masculine feel, the blonde Ragusa was meant to come across as younger, more feminine and cheeky. "Ragusa is a chocolate with rough edges," Siegwart says. "Not a praline stick." Camille Bloch covers this division with the Torino brand.

By Heart turned the blonde into an "unabashedly blonde". The agency found the corresponding attitude to life in rock. Sassy and rebellious. "I'm blonde - and I don't care what you think," Siegwart said. The rock theme was cast in a 360° angle. The thrust for the campaign lends the song "Dynamite Blond" developed with the Swiss band ZiBBZ.

True to the motto "Ragusa rocks", the new Ragusa feeling is spread on a snow tour in various ski resorts. Right next to the slopes, ZiBBZ will be rocking on stage, the new Ragusa will be available for tasting, and anyone who wants to can pose as a rock star in front of the Tilllate.com camera. The new TV spot is also a real show-stopper, with brand ambassador Lara Gut head-banging to the wild sound of the rock band. "Lara Gut is predestined as brand ambassador for the blonde feeling, " says Siegwart. "Lara doesn't let anyone tell her what to do. She knows what she wants."

Back to the draught horses

In terms of visual appearance, Ragusa Blond fits seamlessly into the existing brand world - but with one important difference. Whereas Camille Bloch was previously represented relatively prominently alongside the Ragusa brand logo, the sender now recedes into the background. This is entirely in line with the current change in brand strategy. Whereas in previous years greater emphasis had been placed on the umbrella brand Camille Bloch, under which chocolate bars are also produced, the company is now once again relying entirely on the appeal of its two most important brands: Ragusa and Torino. (This will become even more apparent in the coming months).

And how is Ragusa Blond to develop within the brand family? "We are very confident that the new brand will establish itself in the same way as Ragusa Noir and that we will gain additional market share," says Gerber. "Ragusa Blond is very different in taste and appearance from Classique and Noir, and is distinctive enough to appeal to a new audience. " That one irritates existing consumers with the rejuvenation, the unabashed Ragusa, she therefore does not believe. "Our tradition-conscious customers will still find the Ragusa Classique in the stores."

Isabel Imper

On course for growth

Camille Bloch was able to increase its chocolate production by a good seven percent last year compared to the previous year. The chocolate manufacturer from the Bernese Jura was able to make gains primarily in its home market. A considerable proportion of this growth is attributable to a new sales channel: For the past year, Camille Bloch's products have been listed at Migros throughout Switzerland. But Camille Bloch is also present abroad. One fifth of its production is already sold outside Switzerland. In its export strategy, Camille Bloch relies mainly on neighboring countries - Germany, France, Austria, Italy. In addition, there are Scandinavia, the USA and Canada. China, for example, is not currently a priority as an expansion market.