Machismo Chocolate

Nestle Russia launches a new chocolate sub-brand “Nestle Classic for Men”. Its main difference with “Nestle Classic Unisex” lies in its square form and extra calories. With the help of this macho product Nestle plans to fight German chocolate producer Alfred Ritter. The German brand Ritter Sport came to Russia only in 2001. That’s not surprising. German paratroopers, for example, are known for their ability to hover over the landing point for three days without water and food. Anyway Ritter Sport had 2,5% of Russian chocolate market at the start of 2004 and 4,6% in 2005. “Nestle Classic” (irrespective of sex) has only 4,3% market share.

What’s the secret behind Ritter Sport success? This chocolate was designed for German sportsmen who have square pockets on their sportswear. Square chocolate bars fit nicely in such pockets, thus fully satisfying the Teutonic need for order. Ritter Sport also has nice and convenient package that prevents sportspockets from being stained. Germans like tidiness. But hold on! Russians are not known for orderliness and neatness! That’s the point. Ritter Sport attracted Russian men because it looks so much like Lada Car Model 5 – square, practical and good. Nestle Russia hopes with the help of its For Men appeal to boost the share of Nestle Classic to 8% in 2008. Good luck!

The Russian caption on the package goes, “Keep away from women”. High content of Swiss testosterone, you know.

Via AdMe

Related Tags: Russia, chocolate, Nestle, machismo, Ritter Sport, Lada