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Dominic Hoegger |
Leading Swiss chocolatier Chocolat Frey is unveiling a new tagline and a new website in a campaign to boost awareness of the brand.
The new tagline, “˜Experience the secret of Frey’, will be featured over all communication and aims to highlight its Swiss origins and the premium positioning of Frey.
The new website (www.chocolatfrey.com), which is due for launch soon, is designed to be state-of-the-art and interactive, Chocolat Frey Group Brand Manager Export Dominic Hoegger (pictured) told The Moodie Report at the TFWA World Exhibition in Cannes last month.
These changes are a precursor to the Swiss brand’s 125th anniversary next year, which will focus on brand building. Tradition and heritage will be combined with the new modern image to tell the brand’s story.
Below-the-line promotions and the development of travel retail exclusives are just some of the initiatives planned for 2012, Hoegger revealed. Tastings, in particular, will be a major focus – what Hoegger describes as “˜mouth entertainment’ – and the company hopes to foster current partnerships to further develop the brand.
The premium image is reflected by the “upper level” price positioning of its products, as well as the assortment and packaging design.
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Made of almonds, honey and nougat, the Chocobloc family pack contains all five varieties of Chocobloc: Chocobloc Milk, Chocobloc White, Chocobloc Dark, exclusive Chocobloc Dark 72% and Chocobloc Orange |
The product assortment is currently being upgraded, and is scheduled to launch in the second half of 2012. Popular existing flavours will be rejuvenated – such as the new Chocobloc family pack, with the tagline, “all good things come in fives”.
Housed in gold packaging and showcased at the Cannes show, the family pack combines all five flavours of the Chocobloc line in a 5x100g gift pack.
Made of almonds, honey and nougat, Chocobloc is available in five varieties: Chocobloc Milk, Chocobloc White, Chocobloc Dark, exclusive Chocobloc Dark 72% and Chocobloc Orange.
The Chocobloc range, like all of the chocolate produced by Chocolat Frey, is 100% Swiss made.
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