The Ferrero Rocher problem

Hi there,

It can’t be easy being a Ferrero Rocher chocolate.*

_{*Hold firm with me on this tenuous analogy…}

You’re already competing against the big guns of the chocolate stratosphere

and then premiumisation comes along in the early noughties via ‘Hotel Chocolat’ and you might as well call it a day.

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To make it worse, the marketeers continue to tout the same lines from the 80’s - you know “The Ambassador’s Party” advert.

“A whole hazelnut surrounded by delicious layers of crispy wafer, a velvety filling, smooth milk chocolate and finely chopped hazelnut pieces.”

When someone bites into you and realises there’s more cocoa in a sachet of Aldi’s basic range hot chocolate

and that ‘luxurious crispy wafer’ is the marketing oxymoron equivalent of “he had an honest affair”.

You know the game should be up.

ICYMI

My best Linkedin post of the week:

• You Tube is a University for Procurement

So when Tracey (not her real name) rocked up in my LinkedIn feed with this “killer hook”, she reminded me of a Ferrero Rocher chocolate.

I won’t be going back for more…

Tracey was shocked and appalled

At how quickly that weekend ended.

and that was that.

My interest in what she then had to tell me ended faster than you can unwrap your next ferrero rocher.

She’d hooked me with hyperbolic nonsense which felt more like trickery than wit.

Sell Substance.

Sell Quality.

Sell Intrigue 

with your writing.

But stop selling disappointment as a cheap way to grab someone’s attention.

There are so many better chocolates out there, that really do taste good.

Tom

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