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Ethnographic research key to chocolate bar package redesign

Endangered Species Chocolate’s 3-oz premium bars receive a package design ‘reboot’ to better align with consumer expectations.

Endangered Species Chocolate’s 3-oz premium bars receive a package design ‘reboot’ to better align with consumer expectations.
Endangered Species Chocolate’s 3-oz premium bars receive a package design ‘reboot’ to better align with consumer expectations.

For years, Endangered Species Chocolate (ESC) bars were instantly recognizable on store shelves thanks to their bold, colorful wrapper graphics depicting animals considered endangered species.

Now that’s all changing, in large part due to ethnographic research. In March, 2017, ESC enlisted GutCheck of Denver, CO to execute shopper exploratory research to understand consumer behavior in the chocolate aisle.

“What was designed as an Innovation study to understand what type of products consumers were looking for ultimately set forth in motion a deep investigation into who premium and specialty chocolate shoppers are, what were their perceptions of Endangered Species Chocolate, and how ESC could re-position itself to best appeal to those with the strongest buying power today,” explains Tod Dalberg, Director of Brand and Marketing.

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