Tuesday, January 10, 2017

Brookside : Dark Outside, Exotic Inside

Brand: Brookside
Company: Hershey

Brand Analysis Count: # 573

The 7500 crore Indian chocolate market is hotting up with global giants stepping up the fight. The latest to enter the market is the brand Brookside. Brookside is a brand of the chocolate giant Hershey.
Hershey has launched Brookside as a premium chocolate brand with the USP of the fruity core.

Brookside is a unique combination of dark chocolate and fruit flavor. Brookside is launched in 3 flavors - Blueberry & Acai, Raspberry & Goji, and Pomegranate.
The combination of fruity flavor and dark chocolate may not appeal to the larger set of consumers hence taste-wise, this brand would appeal to a limited set of consumers. However, there is something very different about the combination which will prompt many trial purchases.

The brand is positioned on the basis of this unique combination of fruit and dark chocolate and is reflected in the tagline " Dark Outside, Exotic Inside".

The brand is priced at Rs 50 for 33-gram pouch and Rs 140 for 100-gram pouch, Brookside is already running its launch campaign in television channels. 
Watch the TVC here: Brookside
After seeing the ad, my wife's remark was " I don't like fruit flavored chocolates " while my daughter's reaction was "wow ". So this brand will appeal customers who like something different and exotic to indulge. 

The entry of Hershey into the chocolate segment is a good news for the chocolate lovers. The iconic Hershey's Kisses and chocolate bars are expected to hit the Indian market in the near future. Mondolez is already gearing up for the fight. In the recent past, the company has been trying to strengthen the Cadbury Dairy Milk range with a lot of variants at the premium end in preparation for the new competition.