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Anthon Berg Senior Vice President International Hans Michael Knudsen unveils Anthon Berg’s new ‘brand universe’ |
DENMARK. After three years of work, Anthon Berg launched its new ‘brand universe’ at the TFWA World Exhibition last week as part of the rejuvenation of this traditional confectionery brand.
The campaign – taglined ‘Sense It’ – comprises fresh product lines with new flavours as the company prepares to celebrate its 125-year history in 2009.
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Anthon Berg’s “125 years of Excellence” gift box |
Unveiling the sensual marketing images featuring three sirens, Anthon Berg Senior Vice President International Hans Michael Knudsen explained that “˜Sense It’ represented a revitalisation of one of Europe’s oldest, most respected chocolate houses and brands. “For the past three years, Anthon Berg has worked on developing and upgrading its chocolate competences to stay on top of the rapidly developing market for high-end chocolate,” he said.
“This new brand universe differentiates from all other competition in the chocolate category by communicating through the aesthetics of all senses. Aesthetics that stand out and creates talk value. The brand universe sets high standards and consequent high consumer expectations from our products, which they fully live up to. The brand universe works as a complete branding platform suitable for all media above and below the line. The “˜Sense It’ brand universe is therefore the perfect platform for various theme-based displays and events,” he explained.
2009 NEW PRODUCT DEVELOPMENTS
Jubilee Gift Box: Anthon Berg’s “125 years of Excellence” gift box celebrates the company’s founding in 1884. The company claims to be “spicing up the chocolate tradition by inviting the salty and spicy sides of cuisine into the world of chocolate – creating a box of chocolate gastronomy”. The anniversary gift box contains “new and surprising” truffles from the traditions of the salty and spicy cuisine, according to the firm.
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Travellers Exclusive Adore gift box |
Travellers Exclusive Adore gift box: The travel retail exclusive Adore chocolate gift box is a heart-shaped box with an assortment of 17 pralines, each shaped like a heart and filled with strawberry or passion fruit truffles. The Adore heart-shaped filled chocolate shells are created from two halves melting together to form a complete heart, the company said. The hearts are wrapped in a hard box in the shape of a heart and coloured purple with pink finesses.
Anthon Berg Dark Velvet gift boxes: Based on Anthon Berg’s long experience in producing famous branded liqueur bottles with a thick chocolate crust and a liqueur filling, the company is launching a “hypermodern sister product” called Dark Velvet. The growing consumer trend for Champagne and Cognac products is the cornerstone of this new line, according to the company. The two gift boxes contain either Piper-Heidsieck Champagne or Rémy Martin Fine Champagne Cognac truffles.
Rémy Martin Cognac Dark Velvet truffles are filled with a nut truffle that has been gently mixed with Cognac and deepened by plum juice, extracted from newly picked, mature fruits. The truffles are topped up with a twist of chilli and covered in dark chocolate.
Piper-Heidsieck Champagne Dark Velvet truffles contain a white chocolate filling that has been mixed with Champagne and stirred by a tangy white juice extracted from green grapes. The truffles are topped up with the taste of apple and covered in dark chocolate.
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Anthon Berg Dark Velvet gift boxes |
Anthon Berg Creamy Blackcurrant: This new product completes the Creamy line which now comes packaged in a new gift box design. Creamy is described as fine confectionery with fillings of smooth fondant. Each piece is covered in dark chocolate holding 54% cocoa. All ingredients are 100% natural.
The line comprises four varieties:
– Raspberry: the fondant is enriched with raspberry juice and extract of elderberry;
– Caramel: a caramel fudge fondant cooked on a base of treacle;
– Mint: the creamy mint owes its freshness to peppermint oil;
– Blackcurrant: this new line extension is a fondant mixed with blackcurrant juice, balanced by orange oil.
The new packaging consists of a new Creamy gift box displaying the fruits and berries flavouring the chocolates. The vibrant colours are said to stand out on-shelf.
About Anthon Berg
Founded in 1884, Anthon Berg manages the entire process of chocolate making from cocoa bean to truffle. First, the company’s Chocolate Connoisseur carefully chooses the cacao beans to be used. Then the beans are fermented, roasted, ground, blended and refined. After aerating, the chocolate it is ready to use for confectionery. The Chief Chocolatier tempers the chocolate and experiments with taste and texture, “giving life to compositions based on creativity and the laws of molecular gastronomy”, the company said.
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