Love is in the air

With only a couple of weeks to go until St Valentine’s Day (14 February), heart shaped chocolate love tokens abound here in the UK, but what if you’re looking for something a little more individual?

As discussed in the February issue of CP, new technologies such as 3D printing are at the forefront of meeting the need for personalisation in the confectionery sector and this is something we’re likely to see more of in the future.

One man took the need for personalisation one step further when he approached Kit Kat manufacturer Nestle to ask the company to produce a special chocolate bar for his girlfriend Steph. Inspired by Steph’s love of Kit Kat, Nestle inscribed the message ‘Will you marry me?’ on one of its two-fingered snacks. And according to the report in a UK newspaper, Steph said yes.

Another love related brand, Swizzels Love Hearts, can also be personalised, although in this case it is only the packaging that is individualised with a message or a person’s name. And of course, there are already many more products and brands that provide opportunities for personalisation.

So, where do we go from here? Even for brands that are not looking to launch personalisation themed services or product lines, there are lessons to be learnt from the burgeoning consumer desire for individualised products, particularly in terms of how to market and position brands. Perhaps it is time to tailor more products to consumers’ individuality in order to stay ahead of the game?