Nestlé is currently testing a new approach in Switzerland for its range of personalized chocolates, marketed under the Cailler brand. Through this innovative concept, the company aims to refine its offering to better satisfy its customers’ desire for surprise and to provide them with an exclusive experience. These chocolate delights are meticulously crafted to precisely match customers’ preferences, determined beforehand using a questionnaire and the tasting of a few samples. The personalized box is then shipped in just 48 hours.

However, beyond this initiative, Nestlé also seems to be embarking on a new brand dimension, combining empathy and education, by seeking to guide its customers in defining their tastes. This approach aims to strengthen customer loyalty and legitimize their preference for the brand. In this sense, the value proposition is presented as a concise, clear, and accessible formula, outlining the main arguments justifying the choice of a particular brand. It encompasses the needs of the target market, the benefits offered by the product, and its price positioning. It provides the necessary justification, real or imagined, to encourage favouring this brand over another.