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

Kimberly Surico |
 02/06/13 |
< 1 min read

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.

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” – a see a campaign brewing…

Hot Hot Hot! My children are addicted to Ferrero Rocher. I don’t remember how it happened-it’s not as though I typically buy them nice chocolate-but ever since the first once, they’ve adored them.

Craving some Ferrero Rocher chocolates <3.

Ferrero Rocher chocolates are like the perfect gift.

perfect gift for me is ferrero rocher chocolate

Ghirardelli, a San Francisco-based brand (and what kind of San Franciscan would I be if I didn’t include them?!), also generated a Net Sentiment of 87 and then a Passion Intensity of 61. What struck me the most was how this brand is a “girl’s best friend” – Ghirardelli, I hope you are paying attention  because that is one great idea!

Ghirardelli is my best friend. #chocolate #is #a #girls #best #friend

Peppermint bark from ghirardelli chocolate is so good!!!

I’m addicted to Ghirardelli dark and sea salt caramel chocolates. #toogood

Hi my name is Genesis Winland and I’m addicted to Ghirardelli chocolate squares. “Hi genesis”.

So what’s going to be your gift of choice for your Valentine this year? Leave me a comment and let me know!

And of course – Happy Valentine’s Day!!

Join The
15,723 People
Who have subscribed to our blog

Sign up to receive the latest updates

Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Social media benchmarking
and competitive intelligence

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources