Cobranding & Licensing to catch new consumers

In order to recruit always more consumers, biscuits industrials are continuously looking for new ideas.

That is what LU did in working with Côte d'Or in Cobranding. The aim here was to target more adults and more gourmet consumers proposing flavors such as plain chocolate or praline.

In this way, LU can strengthen his position on the adult segment where he was only present with the almond biscuits or Calèche. Thanks to those 3 references (milk chocolate/plain chocolate and praline flavoured chocolate), LU wants to increase its adult segment of 50% until 2013.

The packaging of this LU/Côte d'OR biscuits is more qualitative and keeps the dark and class Côte d'Or colors to catch previous lover chocolate consumers. 

Another new way to recruit people is the licence. Licensing is renting or leasing a character or a name to a renter which use it in a good way to not depreciate the image. BN understood very quickly the interest of this licensing to catch more consumers and launched his Titeuf and Oui-Oui biscuits. He is surfing on the cartoons wave to be sure to attract the more concerned that is to say the children cartoons lovers. BN saw a big success to his approach because he realizes 15% of his global sales through licences. Products stay very simple but attractive with for instance, mini Oui-Oui chocolate tartlets, mini Dora fruits tartlets and Titeuf chocolate topped. On the packaging we find the same elements that the cartoons which are, the name, the colors and the environment. It totally corresponds to the cartoons universe and permit to children to immediately recognize the character. 

As for LU, he used since the beginning this way to catch children as customers. He was the first to launch Oui-oui and Titeuf before BN renting these licences. After that, LU launched in 2011 its two Hello Kitty references, one strawberrie biscuit and one little chocolate madeleine.

So, these references have became the anchor point of these two brands in becoming favorite and daily children biscuits.

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