Chocolate contest: Lindt wins over Cailler
While both Lindt and Cailler appeal to emotions in their marketing, according to a recent study, Lindt is more successful at maintaining a consistent emotional thread across the various touchpoints.
Both Lindt and Cailler respond well to the emotional consumer desire for a perfect chocolate, a neuromarketing study by Zutt & Partner shows. Both brands also trigger emotions - a must for chocolate. This is positive for the two brands, but not profiling.
However, when it comes to pulling off the same emotional profile across all touchpoints, Lindt has a clear advantage. Consumers experience Lindt as emotionally very homogeneous from the package to the POS and from the claim to the TV commercial, which is not the case with Cailler. This emotional consistency is considered a success factor, which can also be observed with star brands such as Apple, Nike, or Mini.
| Lindt | Cailler | |
|---|---|---|
| 1. emotional fit to gold standard How big is the match between the respective brand and the customer's desired emotions (the perfect chocolate)? |
4/5 ●●●●○ |
4/5 ●●●●○ |
| 2. emotion volume How much emotion does the respective fire trigger (independent of the profile)? |
5/5 ●●●●● |
5/5 ●●●●● |
| 3. emotional red thread How consistently are emotions carried through from touchpoint to touchpoint in the respective brand? |
4/5 ●●●●○ All touchpoints pay emotional attention to the brand (except POS). |
3/5 ●●●○○ The triggered sensations of the individual touchpoints differ greatly, some touchpoints pay into the emotional brand account, others not at all. |
| 3.1 Claim | 5/5 ●●●●● Maître Chocolatier Suisse depuis 1845 |
3/5 ●●●○○ Home of Swiss Chocolate since 1829 |
| 3.2 Assortment | 5/5 ●●●●● |
3/5 ●●●○○ |
The Lindt commercial...
...triumphs over the Cailler spot:
The results are based on a qualitative Emocompass survey from July 2018, conducted by the consultancy specializing in neuromarketing Zutt & Partner in Wolfhausen in the Zurich Oberland. The determined mood movements of 102 persons living in German-speaking Switzerland were analyzed. The survey was conducted in online individual interviews - non-verbally via neuropsychologically coded patterns. Working with abstract colors and shapes enables the tapping of emotions on a deep individual level of association and almost to the exclusion of cognition (rational thinking) and of pure likes and dislikes.
