Before it was marketed in Europe and Belgium, this chocolate gained international fame following a video made by a culinary influencer tasting the creation. It didn’t take much for social networks to catch fire. On TikTok, there are thousands of videos of people who have tried to reproduce the recipe without ever succeeding. And some smart people, aware of the rarity of the product, did not hesitate to resell tablets at the exorbitant price of €100.
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“As is often the case, social networks played an important role in the brand’s success”explains Pierre Jeunisse, professor of marketing. “We know all the excesses of these influencers, paid by brands to promote them. Sometimes, the web suddenly takes hold of the phenomenon, without the brand intervening. And if stars film themselves wearing clothing, a pair of shoes or tasting food, this was enough to cause sales to explode. Recently, Kim Kardashian was filmed while she was drinking a Guinness. This was enough to trigger overconsumption of beer, leading to shortages in some. pubs.”
Children are particularly sensitive targets for this aggressive marketing on social networks. “There is a form of irrational mimicry. The success of Swan and Neo, two children filmed by their parents on You Tube, has encouraged many children to want to do like them, but Swan and Neo is also a brand available in games, magazines and other related products. A real jackpot for the family.”
Another example of pure marketing: the chocolate launched by YouTuber Mr Beast. With more than 200 million subscribers, this American known for his videos in which he offers completely crazy gifts has benefited from a very large response by launching his chocolate bars in 2022. At prices well above the competition, even if it must be recognized that he devotes part of his fortune to the most deprived.
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But influencers are not the only ones contributing to the success of these foreign products with sometimes very particular flavors. Shops selling American or Asian products are popping up more and more in big cities. “There is an audience for these products, even if the prices are often very high. We remember that Marks & Spencer opened a clothing store whose basement was a real supermarket for British products. In mass distribution too , the food of the world section continues to expand. People like to try experiments, discover new tastes And not only when it comes to international prepared dishes. In confectionery and sodas, we find variations of products. classics marketed here and this awakens the curiosity. The same goes for chips with sometimes surprising flavors. Not to mention the challenges offered by certain brands or influencers. This was the case for the “Hot Chip Challenge” for the hottest chip in the world, which has since been banned from marketing. Belgium Or even Jelly Belly, this American confectionery which has developed a rather classic range of flavors, but also a challenge in its “Bean Boozled” version. Each package contains candies of several colors with two flavors each: one good and one disgusting. For example, the yellow version is either popcorn or rotten egg; the orange version is either peach or vomit… It was very successful a few years ago, which allowed the brand to establish itself on the market.”
