Blind date with Camille Bloch
Chocolate By Heart is part of the new umbrella brand strategy of the long-established Swiss company Camille Bloch.
cash cow products Ragusa and Torino are among the Swiss premium brands for
chocolate specialties. However, they stand in the way of further growth.
more and more in the way. As the domestic market has low growth margins
and the establishment in over 30 export markets (almost 20 percent of the
sales) has narrow limits for a small brand, market shares must be
with new products.
CB brand stronger than expected
The family-owned company remains true to its premium positioning
remained. For the forthcoming expansion of the product range
However, it chose to switch from the monobrand to the
umbrella brand strategy and thus learned the lesson from the failure of
Colorino. The question was justified as to whether the customer behind
Ragusa and Torino still see the high competence of CB at all and
this also applies to other products. All the more surprising
market research has shown that many fears were in vain and that
that the strength of the CB brand is a key factor for future growth.
was suitable. The change in marketing strategy was accompanied by a facelift
packaging and also a change of agency. By Heart now has the
launch preparations. There, CD Hans Siegwart and
strategist Markus Bircher has made a change of perspective: from
of the positioning - CB stands for passionate
Chocolate creations of the finest quality for over 75 years - for the
Brand experience - "What do I get from Camille Bloch?". With the claim
"Mon Chocolat Suisse", the consumer's point of view has already been
implies. "The aim was to show how the gourmet gets there in the first place,
to refer to Camille Bloch as "his chocolate", and on the basis of
experiences he can make this statement," Siegwart describes
the search for the content differentiation that gives the claim a
makes sense.
Sensual sweet world
The answer lies in a concise CB world that is characterized by
sensuality, passion and craftsmanship from that of the
sterile, professional and industrially standardized world of many
can stand out from competitor brands. These differences can be recognized with
closed eyes, suggests the new advertising platform.
As a symbol of this "blind recognition", By Heart has created the golden
blindfold, which can be seen in the print as well as in the three dreamlike-spherical
TV commercials by director Marieli Fröhlich:
in the Torino spot, which is set in the Schnitzler Vienna of the Traumnovelle
seems, in the mysterious birch forest, which stands for the sensual
Ragusa experience, or in the strip for the new
mousse creations, in which two beauties in an unreal light
Dancing in the boudoir. The experiences each end in a packshot under
a weighty, black bar with the Camille Bloch logo.
Luca Aloisi
