Black Thunder is a representative of chocolate candy that everyone knows. Yuraku Seika, which manufactures and sells Black Thunder, has tripled its sales in about 20 years. The company's most recent growth has been remarkable.
However, when it was first launched in 1994, sales continued to be extremely poor, and it was supposed to be discontinued. The reason why sales were not discontinued was because the product was popular in Kyushu for some reason. Even before that, Black Mont Blanc, an ice cream similar to Black Thunder, had gained popularity in Kyushu. Therefore, the production of its continued in a modest manner.
![ブラックサンダーの歴史に迫る。連載「＃ふうかとあいす」 名和風歌さんが広報に取材「知られざる有楽製菓の世界」 - ufu. [ウフ。]](https://www.ufu-sweets.jp/wp-content/uploads/2021/11/211104fukatoice_image03.jpg)
The turning point for Black Thunder came in 2000. The company's focus on “adult demand” led to its success.
Word of mouth from popular influencers and the introduction of gymnast Kohei Uchimura drew attention to the product, and it became popular as a "candy that adults buy.”
Have you ever heard of “giri-choco”? This ward have been famous since the Black Thunder's “Black Valentine” product strategy. It became popular among many people, both men and women, as a chocolate that could be recognized at first glance as a “giri."
It is surprising that Black Thunder, which is now so popular that no one knows about it, was not popular when it was frist launched. I think the key to marketing success is that companies have swung to marketing the chocolate as something that can be bought casually, rather than as a longing for a Valentine's Day gift.
〈Reference〉
https://news.yahoo.co.jp/articles/ecd6d397a0ad093786cad03291372d1d6c6df15e
I like Black Thunder.
返信削除I have not known this background too, so I feel like I want to buy it!
I was surprised to learn that Black Thunder was initially unpopular. I now understand why it became popular through clever marketing, and I feel that corporate strategy is very important.
返信削除That’s such an interesting story. We can learn that a marketing strategy really determines the path a product takes. It’s important to discover the real potential that products hold.
返信削除These days, Black Thunder comes in a variety of flavors. I hope it will continue to attract many people.
返信削除I too have been taken in by the marketing strategy and I love Black Thunder.
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