•Marketing

•Design

•The Envy Factor

•Multimedia Phone

The Name

Let’s face it, from a marketing stand point; LG’s decision to name the phone Chocolate was sheer genius. The name alone evokes instant appeal, as so many relate chocolate with a nice, happy and sweet feeling. That’s exactly what the LG chocolate achieves. The name makes for something that is desired and wanted and this resulted in people desiring the phone even before it was released.

Marketing

The marketing of the LG chocolate was one of the major reasons the phone became some popular. Madison Avenue made sure that every person knew about the LG Chocolate mobile phone. They also did a great job in creating the perception that consumers needed to have the phone. This was done with a tremendous marketing campaign. The backdrop was nothing else but advertising the Chocolate mobile phone with chocolate. People love chocolate and by pairing the two it was a win win situation. There was a subconscious attraction to the phone due to peoples overwhelming love for the dark piece of heaven. The marketing was stepped up in December 2006 when pop artist Christina Aguilera’s catchy song ‘Candy Man’ was used to promote the new chocolate phone colors white, mint green and cherry red. Using a pop artist with such a huge fan base along with a song that matched the phones overall selling point was a match made in heaven.

The Design

When the LG Chocolate mobile phone was released its design was that of a black chocolate candy bar. Its shape, color and overall look represented its name. Throw in the red touch sensitive buttons that contrasted the shiny piano black finish and you ladies and gentlemen got yourself a winner. Seeing the phone evoked the words sexy, sleek and seductive. That was a hit especially with consumers who love to feel trendy and those who oozed sophistication.

The Envy Factor

“Wow, what phone is that?" “Where did you get that phone?" “I want one like that". Those were sure fire phrases that LG Chocolate owners heard the first time someone saw their phone. This would inevitably lead to what is known as the envy factor. You see the phone, you like it and you have to have it.

Multimedia Phone

As lame as it sounds, the fact that the phone could double as an mp3 player was a big selling point of the LG Chocolate for many people. In this day and age everyone wants a device that serves more than one function and the LG Chocolate mobile phone does just that. You are able to listen to your music once you have finished your phone call and this is all incorporated into one device. There is no need to carry a separate mp3 player or phone; everything is right there in one little minute sexy looking device.