Miguel Costa
"A serious and good philosophical work could be written consisting entirely of jokes."
The history of
Guylian
history, mission, ads
History and Company
- Chocolaterie GuyLian NV
- founded in 1958 (1967?) by Guy Foubert and Liliane
- factory in Sint-Niklaas, Belgium
- acquired by Lotte (South Korea) in june, 2008
- belgian chocolates known for
- their filling, Guy's roasted praliné filling (by Guy)
- their look, Liliane's glossy marble-like sea shapes (by Liliane)
- their icon, the seahorse
- their seal of quality, the G-stamp
- partnership with environmental causes:
- Project Seahorse since 1999, to protect endangered seahorse species
- Project Cocoa, to improve the environment and lives of cocoa farmers
- Guylian cafés in Sydney, Dubai, and Seoul, 1st opened in 1999
- sales offices in various european countries, like Portugal
- large presence worldwide, +120 markets, big growth in Asia since acquisition
"In celebration of love and chocolate"
History - Timeline
"In celebration of love and chocolate"
History - Awards
- 1998 - Belgium's Highest export awards, by the then prince of Belgium
- 2005 to 2011 - guiness world record for largest chocolate easter egg
- to celebrate the renovation of "Belgium's largest market square in Sint-Niklaas on Easter weekend" (businesswire)
- 2012 - Superior taste award
- 2015 - Golden Archer Award (inovação e criatividade), Corporate Social Responsibility
multiple awards since 1998
Branding
- tradition - branding and recipes, and belgian "pride"
- open to innovation - see motivation for new chocolate bar
- delicacy, luxury, quality
- union (marriage-related origins, two-colored chocolate combo, family-centered ads)
- sea environment awareness
To build one of the leading international premium chocolate brands through a unique combination of creativity, quality and price that will ensure growth, security and benefit for our consumers, our employees, shareholders and trading partners.
Ads
Union and delicacy
Sea and luxury
Ads
... occasionally fun?
Tradition AND Innovation?
Traditional pride
All Guylian chocolates are made in Sint-Niklaas (...) All pralines are made with the best Belgian chocolate (...) exclusively with pure cocoa butter.
-- viaVisit Sint-Niklaas
G-stamp, Guylian's "seal of quality"
Via Guylian US website
- trademark flavour
- signature praliné filling
- Belgian chocolate pride, 100% cocoa butter, no oils
Tradition vs Innovation
- New products?
- New markets?
- New initiatives?
Younger generations are more deliberate in choosing what they eat: for snacking or treats they like to enjoy smaller amounts of higher quality products. And this is why today we see that twice as many consumers prefer the individually wrapped bars over a plain bar
More consumers and especially the younger ones are looking for products and brands that support social and environmental causes
--Pieter de Pauw, 2020?
Tradition vs Innovation
- novos sabores para corresponder a procura (como chocolate branco)
- sabores novos como "Matcha/Chá verde" e Mocaccino
- produtos como barras de chocolate "sem açúcares adicionados" e chocolate-filled blueberries
- sabor Crunchy Biscuit ganha Golden Archer Award 2015 (inovação e criatividade)
- iniciativas filantrópicas como parceria Project Seahorse, responsável pela galardoação Corporate Social Responsibility
Sources
- European Business Awards 2015 - 2016 video entry (official youtube channel)
- Official website
- Official youtube channel
- https://www.moodiedavittreport.com/guylian-celebrates-eggstra-large-easter-record-240305/
- https://www.reuters.com/article/guylian-lotte-idUSSEO22252520080623
- https://www.moodiedavittreport.com/proud-of-the-road-i-walked-steven-candries-leaves-guylian-after-28-years/
- https://www.moodiedavittreport.com/proud-of-the-road-i-walked-steven-candries-leaves-guylian-after-28-years/
- https://www.trbusiness.com/regional-news/international/guylian-unveils-its-new-lines-for-the-upcoming-tfap-2017/117840
- https://www.moodiedavittreport.com/guylian-wins-superior-taste-award-for-sea-shell-and-sea-horse-pralines/
- https://www.arabianbusiness.com/retail/428904-belgian-chocolate-giant-to-expand-cafe-portfolio-in-the-uae
- https://www.trbusiness.com/regional-news/international/guylian-wins-innovation-and-csr-awards/75188
- https://www.businesswire.com/news/home/20050323005640/en/Worlds-Largest-Chocolate-Easter-Egg-Sculpture-Created
- http://www.scubashooters.net/underwater-life/guylian-seahorses-of-the-world-photography-competition-2018/
The History of Guylian
By Miguel Costa
The History of Guylian
Guylian's place in Belgian chocolate commercialization history
