After Lu, Mondelez RELAUNCH Côte d’Or. The American sweet grocery giant has just unveiled a new communication platform and a new signature “ Strength of character » for Côte d’Or chocolate born in 1883. The ambition is to bring “ more value to the brand », in a context of strong pressure on purchasing power, and while world cocoa prices are breaking all records on the stock market.
This campaign highlights the intense character of the product, while giving it a more emotional and personal dimension. “ Tasting a Côte d’Or chocolate is also an invitation to reveal your inner strength and assert your character “, summary Anne-Caroline Tavernier, Côte d’Or brand manager for France.
Available in several formats, an advertising campaign will be broadcast on TV and digital media throughout the year, confirms Mondelez. In store, Côte d’Or will offer an immersive experience to discover its renewal through activities and tastings. “ An advertising system at points of sale, including kakemonos, digital displays (DOOH), and on-shelf and off-shelf visibility tools will reinforce this presence », reveals the brand.
Better on-shelf visibility
The group is taking advantage of this relaunch to overhaul the visual identity of the packaging. The brand’s red block now covers a third of the front surface of the shelves, while a more eye-catching visual should provide better visibility on the shelves. This renovation will initially concern the ranges of gourmet bars with inclusions, pralines and originals, i.e. two thirds of the 30 references offered by Côte d’Or. The redesign of fine tasting tablets, organic and conventional, is planned for the end of the year, or even early 2026.
The range of gourmet tablets with inclusions also adopts a new mould, with squares of equal size, decorated with embossing of the brand name, alongside the emblematic elephant, “ without change of recipes or weight », insists the brand manager.
-New format more accessible from April 2025
Finally, Côte d’Or announces the arrival next April of a variation of its gourmet recipes (milk chocolate with hazelnuts and dark chocolate with hazelnuts) in 100 g bars. More accessible, they will be offered at a recommended price of €2.49 per unit, compared to almost €3 for the classic 180 g formats. They will be produced by the Polish chocolate factory Skarbimierz like the majority of the Côte d’Or range.
Overall, the pachyderm brand generated €200 million in supermarkets (ex-cash turnover), including €155 million in the bar segment and €45 million in the chocolate confectionery segment (permanent and seasonal). Leading brand in the gourmet tablet segment, Côte d’Or is the fourth brand in the tablet market, with a market share of 10.4% in value (CAM P12 2024, all circuits), behind Lindt (24,2 %), Nestlé (14.7%), and neck and neck with Milka (10.5%), another signature of the Mondelez group. In volume terms, it lost ground in 2024 (-2.3%), following delistings. On the other hand, its sales increased by 3.7% over the same period.
According to a panelist, the Mondelez group (Lu, Côte d’Or, Milka, etc.) saw its sales decline by €168.5 million (exit) in 2024, a decline of 8.6%, to 1. €8 billion. In volume terms (UVC), the American saw its contribution contract by 12.8%, losing nearly 109 million units.
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