A square Carambar Coated in milk chocolate No kidding to discover inside For its last new arriving this month on a global market of the sweet who does not know the crisis, the mythical mark of recreational courses does not hesitate to break its usual codes. With the mission to appeal to young adults. "We wanted to renew the Carambar attractiveness to the 25 to 35 years." And consumer groups have shown two main expectations: new forms and more delicacies. We offer a product with chocolate and therefore less regressive, which calls for the sharing. "It is designed to complement the rest of the range in the time of consumption, because it can quite afford end meal with coffee," explains Valérie Féret, head of market candy and Pocket in Cadbury confectionery.
After testing, the runway of the spheres was set aside for the benefit of the cube, closest to the original bar. Then, 300 people invited to enjoy gave their opinion on the recipe, but also the packaging. Because the packaging of Carambar Cub's contrasts with the usual pouches. He is standing and closes with a routable sticker. In seeks less to provide benchmarks. "It is important to provide elements of reinsurance to the consumer by capitalizing on codes for him an affect mark strong, such as pink or striped Recalling the Papillote," said Florence Chevallier, head of senior customer in charge of the design Team creative agency brand. It is also understanding the specificity of the product showing more didactic on packaging", said Marie-Pierre Gamby, commercial Director at the Agency. The cube is therefore drawn cup to highlight its double composition chocolate and caramel.
Famous jokes
The industrialist has to discover its new uses in-store presence. With this reference, Carambar, fourth intervenor of the radius of the sweets in France (with 7.7 of the market in large distribution at end of April last), further expanded the boundaries of its brand. Even though he had already paved the way for the extension of its offer in marketing the gel Flex that can twist in every sense and the Mollo soft and cuddly.
The Cadbury brand also continues to floor on flavours. At the beginning of the year, this time rather destined for children, it has launched a package called "Funfair", combining taste Apple love, milkshake, beard papa and popcorn. Its iconic product, stamped Original, but still represents a bag sold on five. His recipe has remained unchanged over the years, but not its length, displayed today at 7.5 cm against 6.2 in 1954. The product is so specific that it is also not attacked by brands. Another pillar of the claw: its famous jokes. "They represent the playful and somewhat impertinent brand side." "But they must remain good child", note Valérie Féret. These funny stories are renewed every two years. Consumers regularly send to the brand and create even Web sites to identify them. Carambar is also for some references to licenses, like the comic Elie Semoun. After having developed its range of products, the brand sold primarily in France, but also in Belgium, in the Maghreb or Senegal, have what look to extend its broadcast territory. The diversity of tastes available it should help him.
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