WOM? Sweet!

FRESH IDEA:  No doubt, word of mouth has tremendous influence over consumers’ purchase decisions.  Recommendations from family and friends trumps all other consumer touchpoints (AdAge, April 2008).  So  it’s all together  interesting, different, yet logical  to see an in-home party business centered around the sale of chocolates.  Dove Discoveries program is much like a Pampered Chef or a Tupperware.  You can choose to become a  “Chocolatier”  (sales rep) or host a party.  And enjoy tasting – and buying – different chocolate based products right in your own home.  Yes, it’s Dove – the premium brand found on shelves.  The product(s) for sale, though, seem to be more exclusive, and deliver a broader chocolate tasting experience than off the shelf Dove bars (e.g., cocktails, candy, desserts, etc.).   But it’s the in-home, personal connection to the host or presenter, emotional touches of enjoying “small indulgences” with friends, and a shared love of feel-good/taste-good chocolate that helps drive this business model.  Certainly, not all products can translate to this experience – heavens, no!  And an in-home sampling party partner like House Party or SheSpeaks may be a better fit for a brand’s objectives.  But again, it’s an interestingly delicious idea that has opened up a whole new channel for Dove/Mars, fueled by a passion for chocolate.  TASTY TREND:  No place like home.