-> Marketing
Chocolate makers advertise chocolate.
History
[edit]Before the 19th century, chocolate was consumed by the European elite as a luxury product and as a medicinal good. With industrialization, chocolate was able to be mass produced and consuming chocolate became more accessible. Despite this change, chocolate remained understood as medicinal, inaccessible, inedible and antiquated.[1][2] Consuming sweets outside of Christian festivals was understood as gluttonous. To stimulate demand, chocolate makers heavily advertised chocolate through posters, mass-produced artworks and chromolithographs.[3] Early chocolate advertising by French chocolate maker Chocolat Poulain positioned chocolate as a reward for children's good behaviour.[4] After the 1880s, the largest French chocolate maker, Menier, pursued a saturation advertising strategy.[5]
In England around the 1870s, in the context of concerns of food being contaminated and with technological changes facilitating excess cocoa butter being removed, chocolate powders were advertised as pure and nutritious.[6] Agreements between the three largest chocolate making firms there, Rowntree's, J. S. Fry & Sons and Cadbury, charged the companies to cooperate on advertising,[7] although these agreements were generally ineffective and repeatedly contested until 1914.[8] By worldwide standards, spending on chocolate advertising in Britain was unusually high in the early 19th century.[9]
Advertising in the chocolate industry became prominent in the years before World War II. For example, the Cadbury slogan "A glass and a half" was created in the 1920s. Following World War II, television advertisements were aired for the first time.[10]
In 1987, the six largest chocolate producers spent over $750 million on advertising.[11]
As chocolate manufacturers have attempted to expand a market for chocolate in China, they have made efforts to establish aspirational ideals of chocolate, for example, luxury European product. An example of the way this has been done is the exhibition of the Salon du Chocolat in Beijing.[12]
Current state of play
[edit]According UK market research firm Mintel, UK chocolate manufacturers spent £106,200,000 on advertising in 2024, an increase of 24% since 2021. 63% was spent on television advertising.[13]
Strategy
[edit]In the century preceding the 2010s, in-store chocolate marketing operated on the understanding that chocolate is an impulse purchase. As a result, chocolate companies competed intensely for shelf space in gondolas at the end of aisles, cross merchandise and checkouts.[14] As of 2019, this model was under threat by the uptake in online shopping.[15]
Photos
[edit]https://archive.org/details/bookofchocolate0000unse/
References
[edit]- ^ Duggan (2024), p. 155, 166.
- ^ Clarence-Smith (2000), p. 8.
- ^ Duggan (2024), p. 155.
- ^ Duggan (2024), p. 156.
- ^ Clarence-Smith (2000), p. 60.
- ^ Clarence-Smith (2000), p. 17.
- ^ Satre (2005), p. 78.
- ^ Clarence-Smith (2000), p. 4, 57–58.
- ^ Clarence-Smith (2000), p. 58.
- ^ Thomas (2017), p. 655.
- ^ Hyde, Ellert & Killing (1991), p. 7.
- ^ Richardson (2015), p. 42.
- ^ Caines (2024).
- ^ Allen (2018), p. 455.
- ^ Allen (2018), p. 456.
Sources
[edit]- Allen, Lawrence (June 4, 2018). "Global M&A: Still the chocolate industry sweetspot?". Thunderbird International Business Review. 61 (2). doi:10.1002/tie.21996.
- Beckett, Stephen T.; Fowler, Mark S.; Ziegler, Gregory R., eds. (2017). Beckett's Industrial Chocolate Manufacture and Use (5th ed.). Chichester, West Sussex: Wiley. ISBN 978-1-118-78014-5.
- Thomas, Jonathan. "The global chocolate confectionery market". In Beckett, Fowler & Ziegler (2017).
- Caines, Richard (25 September 2024). Chocolate Confectionery – UK – 2024 (Report). Mintel.
- Clarence-Smith, William Gervase (2000). Cocoa and Chocolate, 1765-1914. New York: Routledge. ISBN 978-1-134-60778-5.
- Duggan, Anne E (May 2024). "Generating Desire: Chocolate, Chromolithographs, and Marie-Catherine d'Aulnoy's Fairy Tales". French Cultural Studies. 35 (2).
- Hyde, Dana; Ellert, James; Killing, J Peter (March 1991). "The Nestlé takeover of rowntree: A case study". European Management Journal. 9 (1). doi:10.1016/0263-2373(91)90044-Q.
- Richardson, Ben (2015). Sugar. Resources. Cambridge, UK and Malden, US: Polity. ISBN 978-0-7456-8014-9. Retrieved May 19, 2025.
- Satre, Lowell J. (2005). Chocolate on trial: slavery, politics, and the ethics of business. Ohio University Press. ISBN 0-8214-1625-1.
To be added
[edit]- Hackenesch, Silke (2014). "Advertising Chocolate, Consuming Race? On the Peculiar Relationship of Chocolate Advertising, German Colonialism, and Blackness". Food & History. 12 (1). doi:10.1484/J.FOOD.5.105144.
- French, Michael (20 November 2017). "Modernity in British advertising: selling cocoa and chocolate in the 1930s". Journal of Historical Research in Marketing. 9 (4). doi:10.1108/JHRM-05-2017-0015.
- Chocolate, women and empire : a social and cultural history
Wishlist
[edit]- https://www.seigensha.com/books/978-4-86152-878-1/ ロシアのチョコレート包み紙ーソ連時代のかわいいデザインー