Love Affair with Chocolate Bars

It is easy to connect chocolate with Love.  Chocolate contains phenylethylamine, the same chemical that is released in the brain when we fall in love. Eating chocolate can give some people a natural “high” which is often related to the feeling of being in love.  It’s a similar addiction that coffee uses to create your morning brand rituals.  

Some of the world’s chocolate bar brands are the Most Beloved and Powerful Brands in the world.  Consumers are passionate about their choices, mainly because Chocolate bars usually serve an extremely personal purpose.   It could be a pick-me-up in the afternoon, a celebration for when something good happens or a recovery when something bad happens.  It’s our own personal escape–a guilty pleasure.  Chocolate Bars also helps us connect us back with our youth and give us those childhood feelings of joy.

The premise of the Brand Love Curve Love Curve Detailedis that consumers usually start off at the Indifferent stage, move to Like It then Love It and then consumers will make it their Brand for Life.  But do you remember when you tried a Snickers or Reese Peanut Butter Cups for the first time?   You likely just kept picking one out from the check-out counter until one became a favorite brand.  There’s no logic in your chocolate bar choice–strictly an emotional decision or as Hotspex says an E-rational decision.  You likely fell in love with your brand before you could even think. Hearing “NO” from your parents made you want it even more.   I know my weakness was that Orange Aero bar….or was it the Big Turk…..or the Caramilk bar.  There aren’t really any bad options in my mind.

An odd fact about chocolate bars is that consumers have been making the same choices for about 50 years now.   The top 10 chocolate bars today in your market are the same top 10 chocolate bars in the 1950s, just the order is different.   If you look at the top brands (see below) you’ll see that almost all of them were launched in the 1920s and 1930s.   The only “new” chocolate bar to breakthrough is Twix, which was launched 45 years ago, and still yet to really crack the big time.  

There have been many attempts to crack the top 10 but all massive failures.  The factors inhibiting new brands from succeeding:

  1. Distribution is so tightly controlled by the powerful companies like Nestle, Hershey and Cadbury that  it’s almost impossible to break through and displace the older brands
  2. The amount of advertising dollars spent on key brands is prohibitive of other brands being able to afford it.
  3. You make your first brand choices at such a young age that you choose one of the big brands near the check out stand.

There have been many great ads over the year.  The most consistent brand has to be Kit Kat, which started using the tag line of “Have a Break…have a Kit Kat” back in 1957.  Now, that’s a big idea!   It’s been used ever since across all geographies–here’s one from the UK. 


The last few Super Bowls have produced two of the Best Chocolate Bar ads.  The Betty White Snickers bar was a huge hit, not only during the Super Bowl, but such viral support it spun her into the Saturday Night Live host later that spring.

This year, the M&M’s Naked Guy, not really a big idea but a cute execution.

Maintaining Beloved Brand Status
  1. Keep the brand’s promise front and center on who you are.  You need to be either better, different or cheaper.   Challenge yourself to stay relevant, simple and compelling.
  2. Keep challenging the status quo to maintain an experience that over-delivers the promise.  Create a culture that attacks the brand’s weaknesses and fixes them before the competition can attack.  With a Beloved Brand, the culture and brand become one.
  3. Make focused strategic choices that starts with being honest with yourself.  Find a way to listen to your consumers and stay ahead of the trends.  Watch for dramatic shifts because they can really open a door for a competitor.  It’s easier said than done, but don’t be afraid to attack yourself even if it means cannibalizing your current business.  A good defense starts with a good offense.
  4. The most beloved brands have a freshness of innovation, staying one-step ahead of the consumers.  The idea of the brand helps acting as an internal beacon to help frame the R&D.  Every new product has to back that idea. .
  5. Keep the brand story clear and simple through great advertising in paid media, but also through earned media either in the mainstream press or through social media.



Here’s a presentation on what makes a Beloved Brand:


email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  We believe the thinking that got you here, will not get you where you want to go.  gr bbi picOur President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at or follow on Twitter @grayrobertson1


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