Chocolate Lux Product
Exploring name generation and branding of a new premium chocolate liqueur product targeted to women.
While the spirits industry has traditionally marketed to men, women are starting to take a more active role in the marketplace and have emerged as a powerful consumer group with distinct needs.
In September 2013, Corby launched Criollo chocolate liqueur, designed specifically for women. In earlier consumer interviews, we learned that there was very little in the category that offered women indulgence in a way that was meaningful and relevant today. They were looking for a liqueur that was sophisticated, great tasting and could be enjoyed together with other women.
Criollo is a premium chocolate made from the rare criollo cocoa bean resulting in a distinctive and complex array of flavours.
Criollo Chocolate Sea Salted Caramel and Criollo Chocolate Raspberry Truffle marked their one-year anniversary in the Canadian market in September 2014 and continued to be well-received by key customers and consumers
with retail volume growth of 21% and retail value growth of 33%.
