The Marketing Success Of Green & Black

An article in the Independent looks at the reasons why the British chocolate brand has been so successful. Some key insights include:

Vision

Mark Palmer, the company’s marketing director, says: “From day one this brand has been about that combination of ethical and luxury all in one.”

Channel

It is true that Green & Black’s has skilfully ridden two horses, enabling it to be stocked by Harrods and Selfridges (gourmet, luxury) on the one hand and by health food shops (organic, fair trade) on the other.

Naming

After deciding to make their own chocolate, the couple chose the name Green to represent the organic nature of the product and Black for the 70 per cent cocoa solids it would contain.

Research

“We talked to people who were regular chocolate buyers and we found that hardly anybody had even heard of it and many of those that had were intimidated by it. It confirmed my feelings that we had a great product that we were presenting in the wrong way, saying that unless you are signed up to the green brigade this is not for you.”

Sampling

Palmer has based the company’s marketing strategy around getting people to taste the chocolate. He says: “We felt that advertising, at that moment in the brand’s life, had severe limitations. Giving people the chance to taste the brand is far more powerful than any other form of advertising.”

Packaging

This chocolate giveaway was accompanied by a decision to ditch the old packaging of the chocolate bars, which was laden with facts on ingredients.

Independent