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Draft:Chocolate advertising

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Chocolate makers advertise chocolate.

History

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Further information: History of chocolate

Before the 19th century, chocolate was consumed by the European elite as a luxury product and as a medicinal good. With industrialization, chocolate was able to be mass produced and consuming chocolate became more accessible. Despite this change, chocolate remained understood as medicinal, inaccessible, inedible and antiquated.[1][2] Consuming sweets outside of Christian festivals was understood as gluttonous. To stimulate demand, chocolate makers heavily advertised chocolate through posters, mass-produced artworks and chromolithographs.[3] Early chocolate advertising by French chocolate maker Chocolat Poulain positioned chocolate as a reward for children's good behaviour.[4] After the 1880s, the largest French chocolate maker, Menier, pursued a saturation advertising strategy.[5]

In England around the 1870s, in the context of concerns of food being contaminated and with technological changes facilitating excess cocoa butter being removed, chocolate powders were advertised as pure and nutritious.[6] Agreements between the three largest chocolate making firms there, Rowntree's, J. S. Fry & Sons and Cadbury, charged the companies to cooperate on advertising,[7] although these agreements were generally ineffective and repeatedly contested until 1914.[8] By worldwide standards, spending on chocolate advertising in Britain was unusually high in the early 19th century.[9]

In 1987, the six largest chocolate producers spent over $750 million on advertising.[10]

Current state of play

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According UK market research firm Mintel, UK chocolate manufacturers spent £106,200,000 on advertising, an increase of 24% since 2021. 63% was spent on television advertising.[11]

Strategy

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In the century preceding the 2010s, in-store chocolate marketing operated on the understanding that chocolate is an impulse purchase. As a result, chocolate companies competed intensely for shelf space in gondolas at the end of aisles, cross merchandise and checkouts.[12] As of 2019, this model was under threat by the uptake in online shopping.[13]

References

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  1. ^ Duggan (2024), p. 155, 166.
  2. ^ Clarence-Smith (2000), p. 8.
  3. ^ Duggan (2024), p. 155.
  4. ^ Duggan (2024), p. 156.
  5. ^ Clarence-Smith (2000), p. 60.
  6. ^ Clarence-Smith (2000), p. 17.
  7. ^ Satre (2005), p. 78.
  8. ^ Clarence-Smith (2000), p. 4, 57–58.
  9. ^ Clarence-Smith (2000), p. 58.
  10. ^ Hyde, Ellert & Killing (1991), p. 7.
  11. ^ Caines (2024).
  12. ^ Allen (2018), p. 455.
  13. ^ Allen (2018), p. 456.

Sources

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  • Clarence-Smith, William Gervase (2000). Cocoa and Chocolate, 1765-1914. New York: Routledge. ISBN 978-1-134-60778-5.
  • Duggan, Anne E (May 2024). "Generating Desire: Chocolate, Chromolithographs, and Marie-Catherine d'Aulnoy's Fairy Tales". French Cultural Studies. 35 (2).
  • Hyde, Dana; Ellert, James; Killing, J Peter (March 1991). "The Nestlé takeover of rowntree: A case study". European Management Journal. 9 (1). doi:10.1016/0263-2373(91)90044-Q.
  • Satre, Lowell J. (2005). Chocolate on trial: slavery, politics, and the ethics of business. Ohio University Press. ISBN 0-8214-1625-1.

To be added

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  • Advertising Chocolate, Consuming Race? On the Peculiar Relationship of Chocolate Advertising, German Colonialism, and Blackness: 10.1484/J.FOOD.5.105144
  • Modernity in British advertising: selling cocoa and chocolate in the 1930s
  • Chocolate, women and empire : a social and cultural history
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