Seemingly out of nowhere, Dubai chocolate has popped up on social media. Developed by a British-Egyptian entrepreneur, it was discovered, tested and spread virally by an influencer. It is now also available in Switzerland.
Is the hype about Dubai chocolate a coincidence or targeted marketing?
In this case there was also luck involved, says Johannes Fenner, lecturer and marketing specialist at the University of Applied Sciences Northwestern Switzerland. Lucky that an influencer discovered Dubai chocolate. «You couldn’t have planned such a viral success with traditional advertising. Classic campaigns are far too slow for that.”
Sven Reinecke, professor at the Institute of Marketing at the University of St. Gallen, also agrees. “In fact, companies like Lindt have jumped on the trend and are making clever use of it.”
Advertising with influencers
Many companies have also realized that advertising on social media is worthwhile, for example with influencers. “They are like a megaphone,” explains Sven Reinecke. “But the trend itself, i.e. the message itself or the product, has to be cool, otherwise it fizzles out relatively quickly. »
Social media algorithms also played an important role, says Johannes Fenner. “On Tiktok, content that is popular is shown more often and then it reaches more people.”
Dubai chocolate: hype or lasting trend?
Marketing experts Fenner and Reinecke agree that every hype passes. However, Dubai chocolate has the potential to stay in some form. “It could one day be on the shelves as a normal chocolate product,” says Reinecke. And Fenner says: “Perhaps it will come back again in a different form, for example in the summer in the form of Dubai chocolate ice cream. »
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– Johannes Fenner, lecturer in digital marketing at the University of Northwestern Switzerland
-Sven Reinecke, Professor and Director at the Institute for Marketing at the University of St. Gallen
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