Brand Passion Index: Valentines Chocolates: Hershey’s Hordes the Buzz, but Ferrero Rocher Gets the Gold

With Valentine’s Day right around the corner, it simply wouldn’t be right to create a Brand Passion Index this month and not look at chocolate brands. I decided to look at a spectrum of brands when it comes to these sweet confections and chose eight brands from Hershey’s and Cadbury to more high-end names like Neuhaus. The final list came down to: Hershey’s, Godiva, Ghirardelli, Ferrero Rocher, Neuhaus, Cadbury, Lindt and Dove chocolate. The insights were interesting, especially because sometimes consumers really do a great job of creating great campaign ideas without realizing it.

Brand Passion Index: Valentines Chocolates: Hershey’s Hordes the Buzz, but Ferrero Rocher Gets the Gold image NetBase January BPI ChocolateNetBase - January BPI - Chocolate

In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

Hershey’s generated the largest share of buzz with 30% of the overall chatter, but also had one of the realtively lowest Net Sentiment scores with a 68 and a lower Passion Intensity score of 45. Online consumers talked a lot about the brand, but sometimes to complain about the smell and overly sweet taste of the products, making Hershey’s seem more like a second, than first, choice (but will do in a pinch).

This Hershey’s bar is too much sweetness for me :( .

Hersheys is WAY down on the list, but will do in a pinch.

I don’t really like the smell of Hershey’s :p.

Hershey’s Chocolate smells weird.

Ferrero Rocher was the most loved brand, winning the gold like its wrapper, with a perfect (as many people call it) Passion Intensity of 100 and the highest Net Sentiment of 87. I enjoyed reading the verbatim about kids loving this brand – my four love it too, I think it may be because of the hazelnut flavor, similar to another chocolate favorite on social media: Nutella. And, in addition, consumers call it “the perfect gift” – I see a campaign brewing…

Craving some Ferrero Rocher chocolates

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