What can marketing pros learn from the Dubai chocolate craze?
The success of this sweet food craze isn’t simply down to luck – it’s a testament to the work of all the marketers involved. Our case study reveals the valuable insights marketing professionals can pick up from the hype surrounding Dubai chocolate.
Chocolate from Dubai – chronology of a craze
How did the Dubai chocolate craze become such a sensation? What factors fueled the trend? How did the product become a phenomenon worthy of a mention in any roundup of 2024’s highlights? And what role has marketing psychology played in its success? We explore these questions and more in our case study. Join us as we trace the journey of this chocolate and pistachio cream confection from its development on the Arabian Peninsula in 2021 to its arrival on supermarket shelves and in consumers’ mouths. There’s a lot we can learn from Dubai chocolate’s marketing.
Influencers and Dubai chocolate’s marketing
The success of a craze (also) depends on how well the product is marketed. Dubai chocolate’s marketing generated a huge buzz, particularly on TikTok and, later, Instagram. The exciting thing is that the online community also helped to bridge the relatively long period between the trend’s initial emergence and the moment when local producers were able to launch their own versions of Dubai chocolate. Our case study, “Dubai chocolate: understanding and capitalizing on the food craze” examines in detail how the trend came about and shares valuable takeaways concerning hype marketing.
