Chocolate permissability
The challenge
A major chocolate brand asked us can we bring health to chocolate?
If so how?
Can we make a healthy chocolate or can health bring permission for indulgence?
HMT approach
A simple desk-job.
How could we analyse the market for chocolate and segment different health motivations around snacking?
First we read every recent piece of consumer research, then surveyed and analysed patterns and trends in healthier snacking launches from over 20 countries around the world.
Then we took lessons from parallel categories which have moved in and out of health (eg: white bread, red-wine) and developed a model of permission based on our Four Factors model.
The result
We found there is a sweet-spot to leverage certain healthy ingredients before “too-much health” knocks ‘indulgence’ out of a brand.
We identified the consumer segments to appeal to, key Reasons to Believe and Reasons to Reject and delivered our client a powerful new positioning tool which we called: Maslow’s Hierarchy of Chocolate showing which benefits outweigh which demotivators, and for whom.