A few weeks ago I described the packaging and positioning of Hersey’s Dark Chocolate line. A few people commented that it doesn’t match… Now an update:

Healthy chocolate positioning didn’t work for Hershey’s. A recent Brandweek article cites:

For the past two years, Hershey has positioned its dark chocolate products as healthy treats by emphasizing their cacao content.

The result has been punishing: Hershey’s second quarter profit plunged 96%. While that was at least partially the result of higher dairy costs, analysts blamed the marketing of Hershey’s dark chocolates.

Lesson learned: better stick with the indulgence positioning, right? What other products can take a lesson from this?

Branding Chocolate – Healthy Positioning Doesn’t Work

2 thoughts on “Branding Chocolate – Healthy Positioning Doesn’t Work

  • Monday, August 13, 2007 at 3:53 pm

    Yeah, the problem is that if I’m eating dark chocolate, I want it to taste good. Healthiness and taste/mouth feel are generally inversely proportional.

  • Tuesday, August 14, 2007 at 11:35 am

    Of course, dark chocolate positioning may not be the reason that profits plunged 96%. Perhaps Hershey is just a poorly run company.

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