Nestlé, already a leading brand in the mainstream chocolate category in Ecuador, decided to break into the premium chocolate segment, an important category for the Ecuadorian market, still untouched by the company. It’s an emerging category, earning consumer preference and a standing-out position in points-of-sales. Due to our long working relationship with Nestlé and experience with similar projects, CBA B+G was asked to develop the concept, name and packaging of the new brand.
Superiority and sophistication
To develop the new brand concept we researched the target, the premium chocolate universe and the category within the country, to differentiate it from the already existing players and premium products known by the consumers. The studies guided the strategic path to be followed: the new line should highlight the quality of the Ecuadorian cocoa beans, one of the biggest and more renowned cocoa-producing countries in the world – together with Nestlé’s mastership, the Swiss expertise in chocolates. Two superlatives that add value to the new line of Nestlé premium chocolates in the country.
The unique combination of quality of origin and tradition brought in a superior and sophisticated chocolate line. With sober colors and textures, the 9 varieties of the new line come with the quality seal – “made in Ecuador with Swiss expertise”, also highlighting the Nestlé Cocoa Plan® commitment, a program that supports cocoa growing communities, ensuring sustainable production and protecting the environment.
This project won the Grandes Cases de Embalagem 2019 Award, a traditional Brazilian prize that encourages and values packaging that stand out for the optimization of its design elements. The jury team was surprised not only by the packaging design but also by the production process and its concern for the environment, once both the producer – with its commitment to sustainable cocoa production – and we – developing the packaging in a wallet format that avoids the use of glue – embrace sustainability.