Renaldo’s team up with Paligap to market new brand of chocolate.

Nov 13 2009 by Lisa Boyle, Ayrshire Post (main ed)

RENALDO’S have launched a brand of fine chocolates.

And with the help of marketing company Paligap, the Chocolati brand is sure to be a big hit around the world.

Renaldo’s, who have sold luxury hand-made chocolates from their shop in Ayr for years, approached Paligap in August with the intention of taking the chocolates to a wider audience via the internet.

After some research, Paligap proposed that the chocolates should have their own brand, as opposed to selling them under the Renaldo’s brand. And they decided that the best route to market would be direct mail, ensuring a targeted and specific audience.

Using socio-economic profiling, Paligap determined who was most likely to buy the chocolates, where to find these people, and what the chocolates should be called.

The name decided on was Chocolati, a sort of merge of Italian and English that just seemed to ring off the tongue and position the product correctly.

Packaging was then designed to house the chocolates, a direct mail brochure was designed, and the chocolates were photographed.

Paligap then developed a website for the brand, and Royal Mail Door to Door was chosen to distribute the mail order brochures to the designated addresses.

Paligap managing director Stephen Cosh said: “This was a tight and concise start-up, direct mail and e-commerce campaign for a new brand.

“It was all researched, designed, and delivered within two months, resulting in a happy client with another arm to their business.”

Visit Chocolati online at www.chocolati.co.uk