According to the press release:
Nestl has created a new luxury brand that delivers fresh chocolates, tailor-made for individual tastes.
Actually, that's not the case.If you take a closer read through the release, it's a two-step process.
- You get a tasting box, rate the selections, and return the ratings.
- You get a custom selection of chocolates, not actual chocolate recipes tailor-made
That said, it's part of a much broader initiative that has the potential (if it's successful, if consumers care, do people associate Nestl with a luxury brand (Hershey couldn't do it with Scharffen Berger, et al) to influence chocolate marketing globally.
Your thoughts on the program, its chances for success, and how it might have an impact on the chocolate business generally - and your business in particular?
Some more from the release:
Maison Cailler is a response to the changing times we live in, Mr Lacroix explains.
People are looking for more personalised products and services, and they are increasingly purchasing these online."
We will be able to fine tune the Maison Cailler offering according to consumer feedback, he continues.
Although the five main chocolate personalities will never change, soon we will be able to identify nuances. The goal really is to be as personal as possible.
People can register to set up a personal account on the Maison Cailler website; importing their Facebook contacts and logging the chocolate personalities of their friends.
They will also be able to post questions to the Maison Cailler team.
The Maison Cailler website, which works on all digital devices, will stream live footage from webcams in the chocolatiers kitchens; from the Molson; and from the fields where the cows who provide the factorys milk graze.
There will even be live footage from a cocoa farm in Ecuador.
We are showing consumers that we are a real business, with real people, who work here every day making chocolate for them to enjoy, adds Mr Lacroix.
clay - http://www.thechocolatelife.com/clay/
updated by @clay: 04/10/15 06:19:35PM