Cadbury’s brand new chocolate brand – its first for 15 years – is hugely anticipated and attracting great excitement. The Crispello is a chocolate bar with a difference. It’s aimed specifically at women! Women are said to be largely responsible for the 6.6% slump in the chocolate market as more and more women are calorie-conscious and do their best to steer clear of the stuff.
The Crispello aims to appeal to this market as it is a low-calorie alternative to the other chocolate bars available. In three-low calorie chunks, the Crispello is marketed as ‘a lighter way to enjoy chocolate’ combining chocolate, cream and wafer.
To put the calorie content in context, a Crispello contains 165 calories – far less than a Mars Bar which is packed with 260 of the things. And, if 165 calories is still too much for the weight-conscious female market at whom its aimed, then the three chunks and the re-sealable wrapper mean it doesn’t have to be consumed in one go!
Backed by a £7million marketing push, the launch of the Crispello this month is intended by Kraft to increase the frequency of countline purchases by women – as female shoppers often opt for sharing bags they can enjoy at home and reseal.
Not only do the separate pieces make it easy to control how much you eat, but they also make the bar perfect for sharing so you can indulge in a little of what you fancy whilst being generous too! As Tony Smart, brand manager of Kraft Foods surmises; “Nearly every other countline on the fixture is a bar, which some women have told us can be quite intimidating and not easy to share. The separate pieces in Crispello give them control over how they eat it.”
Reminiscent of the campaign to replace king size bars with ‘duos’ which was part of an anti-obesity initiative whereby big bars were split into two so one could be saved for later or you could share with a friend, the Crispello is based on the same sharing/saving principle. While a Crispello may only contain 165 calories almost100 calories fewer than a Mars, it’s worth bearing in mind a Flake only contains 180 calories. Therefore the success of the low-fat focus will all be down to the marketing.
Chocolate has long been marketed at women – remember the Flake campaign? And the gender specific nature of chocolate marketing works both ways. We all remember Yorkie’s ‘Not for girls’ campaign. But rather than the sexy, seductive image focus of past campaigns, the Crispello is all about the calorie count! Low fat options are sold as a healthy alternative and these sorts of foods are usually targeted more towards women.
Other Cadbury Bars Available!
Of course the Crispello is just the latest in a long, long line of popular Cadbury’s treats, so let’s not forget other bars are available! The Wispa made a long-awaited return following a campaign to get it back on our confectionary counters and then there are the smaller options (perfect for a treat for the kids) like Freddo or for chocolate lovers who like a bit of contrast, the Cadbury Chomp gives way to delicious chewy toffee. With the Crispello receiving mixed reviews, there’s one thing most people agree on, when it comes to chocolate, Cadbury have always been and continue to be at the top of the game!
The Crispello aims to appeal to this market as it is a low-calorie alternative to the other chocolate bars available. In three-low calorie chunks, the Crispello is marketed as ‘a lighter way to enjoy chocolate’ combining chocolate, cream and wafer.
To put the calorie content in context, a Crispello contains 165 calories – far less than a Mars Bar which is packed with 260 of the things. And, if 165 calories is still too much for the weight-conscious female market at whom its aimed, then the three chunks and the re-sealable wrapper mean it doesn’t have to be consumed in one go!
Backed by a £7million marketing push, the launch of the Crispello this month is intended by Kraft to increase the frequency of countline purchases by women – as female shoppers often opt for sharing bags they can enjoy at home and reseal.
Not only do the separate pieces make it easy to control how much you eat, but they also make the bar perfect for sharing so you can indulge in a little of what you fancy whilst being generous too! As Tony Smart, brand manager of Kraft Foods surmises; “Nearly every other countline on the fixture is a bar, which some women have told us can be quite intimidating and not easy to share. The separate pieces in Crispello give them control over how they eat it.”
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Reminiscent of the campaign to replace king size bars with ‘duos’ which was part of an anti-obesity initiative whereby big bars were split into two so one could be saved for later or you could share with a friend, the Crispello is based on the same sharing/saving principle. While a Crispello may only contain 165 calories almost100 calories fewer than a Mars, it’s worth bearing in mind a Flake only contains 180 calories. Therefore the success of the low-fat focus will all be down to the marketing.
Chocolate has long been marketed at women – remember the Flake campaign? And the gender specific nature of chocolate marketing works both ways. We all remember Yorkie’s ‘Not for girls’ campaign. But rather than the sexy, seductive image focus of past campaigns, the Crispello is all about the calorie count! Low fat options are sold as a healthy alternative and these sorts of foods are usually targeted more towards women.
Other Cadbury Bars Available!
Of course the Crispello is just the latest in a long, long line of popular Cadbury’s treats, so let’s not forget other bars are available! The Wispa made a long-awaited return following a campaign to get it back on our confectionary counters and then there are the smaller options (perfect for a treat for the kids) like Freddo or for chocolate lovers who like a bit of contrast, the Cadbury Chomp gives way to delicious chewy toffee. With the Crispello receiving mixed reviews, there’s one thing most people agree on, when it comes to chocolate, Cadbury have always been and continue to be at the top of the game!
About The Author: The Gobstopper is an independent retro sweets shop in the UK. Started out as bit of fun by Lisa and Mark, their passion for retro sweets and chocolates have propelled The Gobstopper to become the the hottest place for retro sweets and chocolates online.
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