Anthon Berg broadens appeal to win over Gen Z market

Discover how the Danish chocolatier plans to stay relevant with the next generation of sweet lovers as the company unveils a new positioning strategy for the Nordic market. This includes expanding its product portfolio, introducing a fresh visual identity, and launching new communication with the ‘Creating Sweeter Memories’ tagline.

The new approach aims to ensure younger consumers associate Anthon Berg with more than just Christmas, Easter, and marzipan. It also refines the brand's strategy, balancing a contemporary look with a deeper connection to its rich history and cultural heritage.

The company developed this repositioning strategy based on consumer and category feedback. “We discovered that while many consumers are aware of the brand, consumption is predominantly driven by an ageing audience of 60+,” says Christine Camilla Danielsen, group brand lead at Anthon Berg.

Generations, geographies, and finding the sweet spot​

In its home market, Anthon Berg is often associated with fond childhood memories, especially during seasonal celebrations. However, this connection hasn’t extended across generations. “Younger audiences tend to overlook the brand, viewing it as old-fashioned and something their beloved but not very modern grandparents would enjoy,” Danielsen adds.

As Anthon Berg sought a positioning that could work globally, it was crucial to craft a strategy that resonated across different markets. “Despite cultural differences, we found that the tagline ‘Creating Sweeter Memories’ resonated with consumers in key markets,” says Danielsen.

The repositioning was driven by the realization that while memories and latent brand affection existed, the challenge was figuring out how to rekindle them. Anthon Berg’s strategy is built on the belief that memories transcend demographics, and chocolate, as a social product, plays a key role in helping consumers create new memories through shared experiences.

Repositioning a century-old brand​

Anthon Berg’s repositioning focuses on expanding its relevance from being primarily associated with formal occasions to catering to the tastes and needs of younger generations.

“This shift allows us to stay relevant with long-standing customers while engaging a new generation who might not have considered the brand before,” Danielsen says.

The brand has developed creative assets to highlight its products in everyday moments, driving reach and engagement. With support from multiple agencies, it also launched a significant influencer campaign to connect with younger audiences. “Younger consumers demand more content on different platforms, which we’re striving to deliver,” adds Danielsen.

Opportunities for growth​

Anthon Berg is repositioning to meet modern consumption needs while building a stronger emotional connection with younger consumers. Over the years, the brand has evolved its design, communications, and portfolio, using a test-and-learn approach. The launch of Chocolate Treats marks the first time these elements converge to specifically target younger consumers.

“Millennial families are our key aspirational target. In the nesting phase, consumers become more mindful of what they serve to guests, and as they become more financially able, they start considering premium confectionery,” Danielsen explains. This group appreciates the brand’s heritage, along with its loyal older consumers.

The new Chocolate Treats build on Anthon Berg’s heritage in filled chocolates, reimagined for informal occasions with a more modern appeal. The brand believes these chocolates will unlock new consumption moments within its current consumer base.

Alongside Chocolate Treats, Anthon Berg is launching Fine Chocolate Tablets, designed to cater to informal, year-round occasions and appeal to those who prefer alternatives to marzipan.

Meeting consumer demands​

“We know from insights that younger consumers prefer more informal confectionery, with lower price points and familiar flavours,” says Danielsen. The Chocolate Treats flavours—nougat, caramel, and hazelnut truffle—were selected based on an extensive IPSOS flavour study. Both IPSOS and SRC studies informed the flavour choices, packaging, and design, aligning with the informal sharing category.

Anthon Berg’s concept was brought to life through on-shelf testing against competitors. The chocolates were designed to attract younger consumers, revitalizing a category traditionally aimed at an older audience.

Responding to growing environmental concerns, the company has packaged its new products in sustainable, recyclable paper bags made of 100% paper. Like the rest of the brand’s chocolates, these products are Cocoa Rainforest Alliance Certified.