Tokyo (SCCIJ) – Lindt Japan is once again demonstrating its marketing creativity. The Swiss chocolate powerhouse released the world’s first-ever Lindor chocolate ball with a “sakura” taste. Moreover, a chocolate boutique and café on wheels makes stops in big cities in the weeks before Valentine’s Day on February 14.
Sakura (cherry blossom) ball is the second distinctive Japan flavor for Lindor chocolate balls (© Lindt Japan).
Unique Japan marketing
After the matcha Lindor ball, sakura is the second distinctive Japanese flavor created by the Swiss chocolate specialist. It was about time: Lindt Cafés have offered sakura-flavored drinks and macaron during cherry blossom viewing season (hanami) in the past. But missing so far was a Lindor chocolate ball flavor to honor cherry blossom in Japan. Not surprisingly, the products are colored in – cherry blossom pink.
The flavor “delicately expresses Japan’s beautiful spring season,” said Lindt Japan in a press release. A white chocolate shell containing strawberry powder encases a cherry-flavored white chocolate filling. The new flavor is only sold in Japan, either by weight at 781 yen for a unit of 100 grams or in gift boxes with 8 or 16 pieces. Also, the products are only on sale from January 20 to May 31 when the last cherry petal has fallen to the ground.
Lindt Japan’s “Heart Wagon” appeals to lovers with a love for chocolate (© Lindt Japan).
Chocolate promotion
Additionally, Lindt Japan’s marketing is taking the opportunity of Valentine’s Day to promote sales of beautiful and tasty chocolate. This day is one of the busiest times of the year for chocolate manufacturers, and Lindt & Sprungli is among the largest players of the industry.
In Japan, women give chocolate as a gift to office colleagues and men of their choice. But increasingly, men also use Valentine’s day to show their true feelings towards a woman by giving her a chocolate gift.
Since January 21, a Lindt “Heartful Wagon” is making its way to multiple cities in Japan, selling Lindor “Pick and Mix” chocolates plus milk and dark hot chocolates, and roasted green tea. The journey started in Shibuya (Tokyo), leads to Umeda (Osaka), and then onto Fukuoka, Kumamoto, Miyazaki and Kagoshima, where only hot chocolate drinks will be offered.
Japan success story
The Swiss chocolatier has expanded its Japan operation rapidly during the last years. The number of Lindt retail outlets as well as Lindt Cafés grew annually. Last June, Lindt even opened a flagship store in Omotesando. It welcomes visitors with an air scented with sweet chocolate notes.
The store introduces customers to the brand’s story and the full variety of its chocolate offerings. A “Heritage Area” details Lindt’s 175-year history, as well as innovations it pioneered that changed the chocolate industry. The “Lindor Moment Area”, exclusively designed for Japan, is dedicated to the iconic, creamy chocolate balls. When visitors insert a special Lindt coin into a vending machine, a chocolate ball slides down the chute.
Text: Martin Fritz for SCCIJ
