Daniel Roque, vice president at Cacau Show, explains how the brand uses experiences to get closer to consumers
Cacau Show has increasingly invested in brand experience to connect with consumers. In addition to chocolates, the brand has chosen to position itself as a place for entertainment, whether through its stores, hotels or with the acquisition of Grupo Playcenter.
According to Daniel Roque, vice-president at Cacau Show, there are four fundamental pillars for the company when thinking about this type of strategy, namely innovation, brand experience, differentiation and influence, which make the brand increasingly closer to the customers’ thoughts.
“By diversifying our actions and investing in increasingly complete experiences, we consolidate our position as an innovative brand that understands the needs and desires of its consumers. This strategy, combined with personalization and the creation of a unique thematic universe, contributes to increasing the perception of the brand’s value and strengthening its relationship with the public,” explained Roque.
In an interview with propmarkthe VP breaks down the brand experience strategies that the brand has. Read in full:
Innovation
Innovation is one of the fundamental pillars that sustain the brand’s success at Cacau Show. The company holds a weekly innovation meeting, led by Alê Costa, where ideas and products from the global market are discussed. Innovation is not limited to launching new products, but also to improving existing products, the quality of raw materials and the materials used. A recent example of crucial innovation was the launch of our first product with pistachios… This movement helped shape Brazilian consumer behavior, to the point of inspiring other brands and segments to launch their own pistachio-based products. In addition, Cacau Show innovated its Easter portfolio years ago, creating products such as eggs filled with three layers of chocolate, which added value and differentiation to its products.
Personalization
Personalizing brand experiences is a core strategy for Cacau Show, and this began to gain momentum in 2017 with the concept of Mega Stores, which offer a complete immersion into the brand’s universe, combining elements that refer to the origin of cocoa, industrial processes and interactive experiences, such as kids’ spaces and themed cafes. These stores provide consumers with a unique experience that goes beyond simply buying chocolates.
In addition, we have two hotels, Bendito Cacao Resort & SPA, in Campos do Jordão, and Bendito Cacao Family Resort, in Águas de Lindóia, which offer a total immersion in the world of cocoa and chocolate respectively, from wellness rituals with cocoa to artisanal factories within the facilities. These initiatives reinforce the emotional and sensory connection of consumers with the brand, increasing the perception of value.
Playcenter
With the recent acquisition of Playcenter, Cacau Show has demonstrated an even greater commitment to offering unique and memorable experiences to its customers. The transformation of the park into a themed space dedicated to chocolate promises to revolutionize the entertainment sector and further strengthen the brand.
This acquisition allows Cacau Show to create a new type of experience, combining the magic of the world of children with the passion for chocolate. By diversifying our actions and investing in increasingly complete experiences, we consolidate our position as an innovative brand that understands the needs and desires of its consumers. This strategy, combined with personalization and the creation of a unique thematic universe, helps to increase the perception of the brand’s value and strengthen its relationship with the public.
Market differentiation
Cacau Show stands out from its competitors mainly through its vast network of dedicated stores, which allows for complete immersion in the world of cocoa and chocolate, something that few brands can offer on such a large scale. With over 4,500 stores throughout Brazil, Cacau Show is present in large cities and small towns, providing an accessible and unique experience to a diverse audience. Another differentiator is the Cacau Lovers program, which offers exclusive privileges, such as discounts, gifts and even trips, in addition to promoting social and educational actions, connecting consumers even more to the brand. The presence of ambassadors, such as Alê himself, our biggest influencer, who is a profound chocolate connoisseur, also strengthens the brand’s image, especially on TV programs and partnerships with renowned chefs.
Impact on consumers
Brand experiences have a significant impact on consumer loyalty and purchasing behavior at Cacau Show. Product quality is the main influencing factor, complemented by the purchasing journey, which is carefully designed to create value at each stage, from customer service to product presentation. In addition, the brand conducts quarterly tracking that measures attributes such as innovation and perception of quality, revealing that innovation is one of the main attributes associated with the brand. This consolidated reputation directly influences consumers’ purchasing decisions, especially on gifting occasions, where Cacau Show is a leader.
Communication strategy
Cacau Show uses a combination of social media, press relations, and event presence to communicate its brand experiences. The brand is active on television shows such as MasterChef and Bake Off, where it demonstrates the chocolate production process, educates the public about cocoa, and provides a range of chocolate tips. Social media also plays a key role in promoting the experiences, with campaigns that emphasize the sensory appeal and indulgence of the products. In addition, the brand is always available for interactions with journalists, ensuring that innovations and experiences are widely covered and understood by the public.
Next steps
One of Cacau Show’s next steps in terms of brand experience is the launch of a megaproject, which will soon be broadcast on a major broadcaster. This project promises to offer an even more immersive and educational experience about the chocolate production process, from the cocoa harvest to the arrival of the final product in the hands of the consumer. In addition, the brand continues to expand its concept of megastores and themed hotels, and is developing partnerships and initiatives that reinforce the emotional connection with consumers, such as new formats for interaction in stores and special events. These initiatives have the potential to redefine the way Cacau Show connects with its audience, providing even more personalized and memorable experiences.
In summary, our brand experience is based on:
Innovation: Cacau Show strongly positions itself as an innovative brand, not only in the development of new products, but also in the continuous improvement of existing ones, with concrete examples such as the success of pistachios and stuffed Easter eggs.
Brand Experience: The creation of megastores and the expansion into other formats, such as themed hotels, reinforces the personification of the brand experience. The Mega Store in Itapevi and the new hotels offer a complete immersion in the world of cocoa and chocolate, highlighting the origin and production process of Cacau Show.
Market Differentiation: Cacau Show stands out due to its vast network of exclusive stores, the Cacau Lovers program, and its direct connection with consumers, allowing for continuous feedback and personalized shopping experiences. The “Bean to Store” production chain is another highlight, demonstrating the brand’s total control over quality and innovation.
Influence on
Purchase Decision: The consumer’s purchase journey is carefully designed to provide the best experience, from in-store service to product quality and presentation. Repurchase and purchase frequency data show customer loyalty to the brand.
