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Copenhagen Airport hosted a promotion based on Anthon Berg’s Generosity brand universe |
Danish chocolate brand Anthon Berg built on its Generosity brand universe with new products and a celebratory party at the 2012 TFWA World Exhibition.
Tapping into the mega-trends of generosity and consumer engagement, Anthon Berg’s award-winning Generosity brand universe has already proven to be a success domestically and in travel retail, according to the company.
The idea behind Generosity is that “shoppers around the world should be able to enjoy extra treats for their good deeds or be encouraged to show generosity. And what better way to show generosity than to share chocolate?”
This is the main message in Generosity, which has won the international social media marketing award “The Bees Awards 2012” for a campaign initiative run domestically in downtown Copenhagen, Denmark. A pop-up chocolate store sold Anthon Berg chocolates, only accepting generous deeds as payment.
“The concept of Generosity gained a lot of attention,” said Brand Director Hanne Jyrup Rasmussen. “And the results were staggering: 100,000 people saw the shop in five hours. 150,000 Facebook feeds in 24 hours, over 1,000 influential internet sites internationally wrote about it, and an estimated 3,750,000 Facebook and Twitter users posted a feed about it. Sales rose on the market by +12% compared to the same month the year before.”
In travel retail there has been a buzz about Generosity, Rasmussen continued. Copenhagen Airport hosted a successful campaign in which the concept of generosity was weaved into familiar settings for the traveller on large billboards that read mottos such as “˜thank you for watering the plants’ along with a product shot, or “˜your ticket to a window seat’ and product shots. Consumers were reminded to be generous via billboards of various kinds all along the waiting line at security.
At the point of sale in the tax free shop the company installed a “generosity generator”. Customers purchasing a bag of Sweet Moments could get their picture taken holding up a sign with various sweet and generous messages. The generosity generator turned it into a label to stick onto a bag of Sweet Moments, which turned it into a personalised gift.
During the promotional period, sales rose “significantly”, making the campaign a great success, according to Rasmussen.
In 2013, the company has a number of new marketing campaigns lined up for customers to benefit from the Anthon Berg Generosity concept.
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A new format in the Chocolate Cocktails range is the 26-piece Grand Cordial tube |
New Anthon Berg Cocktails for 2013
A new line extension of Anthon Berg’s best-selling chocolate liqueurs, Chocolate Cocktails, is now being launched in liquid form instead of creamy fillings. The bottles have been given a makeover ready for travel retail stores in 2013. A new flavour called the Kicking Mojito has been added to the assortment.
The Kicking Mojito is traditionally thought to be the world’s first mixed cocktail, dating back to the 16th Century. The new chocolate cocktail is wrapped in lime-coloured foil. As one of the top 10 favourite cocktails in the world, it joins the three other varieties: the Strawberry Daiquiri, the Margarita and the Cosmopolitan. Each bottle is bright and eye-catching and has a strong colour reference to the cocktail inside. It also displays the name of each cocktail on the front.
The vibrant coloured bottles come in three varieties and sizes, which suit a number of purchase occasions: formal gifting, intimate gifting, self-indulgence and hostess/host gifts. A new format is the 26-piece Grand Cordial tube, which is designed to generate additional sales. All packaging is pink and has strong visibility showing “NEW” and “Liquid Fillings” messages.
Said Travel Retail Director Peter Dige: “We are really excited about the liquid Cocktails, as we have been working for years on getting the flavour just right in the liquid form. We were determined not to let our wish for liquid fillings compromise the original flavour of the cocktails. We have now succeeded – and we have full confidence that this new product will perform extremely well.”
He continued: “We expect great success from this upgraded luxurious new line of Chocolate Cocktails that stands out on-shelf in the bright packaging – flashing the most popular drinks on the planet right now.”
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Sweet Moments Milk Chocolate Truffles are aimed at a broad target group |
Anthon Berg builds Sweet Moments line
Anthon Berg has extended the successful Sweet Moments line with a new product aimed at a broad target group, built on a concept that is classic and simple: milk chocolate.
Aimed at the sharing, gifting and self-indulgence segments, Sweet Moments is a broad product line in terms of purchase occasions and taste. The line was launched in the Spring 2011 and was extended in 2012.
“Based on its instant success, the company is launching another line extension in 2013. This product is created to boost sales of the line as a whole and to recruit new customers with its broad taste appeal,” said Dige.
The individually wrapped heart-shaped truffles are filled with milk chocolate. 71% of consumers in the recent Global Chocolate Study said they preferred milk chocolate. In addition, the study also revealed that 52% of consumers like chocolate flavoured with vanilla best.
Anthon Berg has made one of the varieties Touch of Vanilla along with Touch of Sweet Tea with a hint of bergamot and a Touch of Cinnamon.
The Sweet Moments line comes in bags of 161g and formal cylinders for gifting of 409g. Both types of packaging display the products inside. The line as a whole represents a colour palette that was developed to stand out on-shelf.
The new Milk Chocolate Truffles is launched in the international milk chocolate colour code of blue.
The line consists of the four varieties of individually wrapped pieces – Chocolate Truffles with nougat, Chocolates with Caramel, Fruit in Marzipan and Marzipan Bars – which will be joined by Milk Chocolate Truffles in 2013.
Anthon Berg on corporate social responsibility
Explaining the company’s policy on corporate social responsibility, Brand Director Hanne Jyrup Rasmussen said: “We believe it is our responsibility to constantly be aware of the issues affecting the livelihood of the farmers that grow our cocoa beans. This is something that we will continue to do in an ongoing process to make a positive change. Our main method to ensure this is traceability of our cocoa beans.
“We are one of the very few chocolate companies in the world that control the whole process from bean to final product, and in addition to this, we uniquely have traceability on our main commodity – whole cocoa beans. This results in a better life for our cocoa farmers and better chocolate for our consumers; a win-win situation that makes the partnership between us and our suppliers sustainable and not just a fad.
“When we have traceability on the cocoa beans, it means that we know exactly which village and district each 60kg bag of cocoa beans comes from. By knowing this, we can therefore work directly with: helping the cocoa farmers to a more effective production in a sustainable way; securing a better income for the individual farmers through higher yields; contributing to better training for the farmers and school education for their children; and developing natural methods to make better chocolate of the highest quality.
“This benefits our 4,800 cocoa farmers and their families. So far teacher training of 730 teachers has had a positive impact on 24,000 of the cocoa farmer’s children. And we continue the good work.
“We are a signatory to the UN Global Compact and have committed ourselves to contribute to the UN 2015 goals. We have a close dialogue with our suppliers through our Supplier Code of Conduct and Supplier Questionnaire.”
Rasmussen concluded: “So when we say that you can never be too generous, we are not flinging out a tagline we thought catchy, nor is it just encouraging consumers to be generous. We believe that you always need to put your money where your mouth is.”
SEE THE PICTURES FROM ANTHON BERG’S PARTY AT TFWA WORLD EXHIBITION 2012 BELOW:
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Above and below: The pink-themed party held at the Privilege restaurant in Cannes centred on the theme of Generosity and good deeds |
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Guests had their pictures taken during the event to share with friends |
