Lindt says Hello to new brand to tap Millennials
The company launched the brand to the Swiss market in April and announced the US launch on Monday.
The range, which includes bars, sticks and gift boxes, will be sold exclusivity in Target stores in the US.
Millennials untapped in premium chocolate
Thomas Linemayr, CEO and president of Lindt USA. "We are excited about the collection and the opportunity to engage Millennials, a virtually untapped group in the premium chocolate space, with the Hello products on digital and social platforms and in Target stores."
The Millennials, those aged 13-31, are the largest group in the US. According to Bridgeworks, the group is expected to outpace the spending of Baby Boomers by 2015.
Interactive experience
Speaking at the National Confectioners Association’s (NCA) State of the Industry Conference in February, Seth Mattison, ‘change agent’ for Bridgeworks, said that the Millennials consumed less candy than previous generations, but could be won over by shareable, interactive experiences and transparency.
Lindt has created a US site for the brand that encourages young people to share videos and photos on social networks such as Twitter and Instagram.
Patronizing marketing message?
The company is using conversational messages similar to those used by Innocent Smoothie to help lure the youth audience.
The packaging for Strawberry Cheesecake sticks for example reads: “Hello my name is Strawberry Cheesecake Chocolate Stick: Please to Sweet You”.
UK Independent newspaper commentator Will Coldwell called Lindt’s marketing tone a form of “wackaging” that patronized consumers.
In his article, he wrote: “Hello, I’m an article. Hopefully you’ll read me and I’ll make you smile, if not let me know (nicely – I might cry) and I’m sure we can work something out, because nothing is cuter than lovely words. Let’s hang out together. Annoyed yet?” He was being sarcastic.
