You may have heard recently that the founder of Wired magazine has started a sweet new venture — manufacturing chocolate.

The new company, named TCHO is taking a different approach than most well-known chocolate producers.

From a marketing standpoint this is exciting. Many of the principles these guys are putting into play are classic and sound in their approach.

First, Louis Rossetto, the CEO of TCHO isn’t scared to tell the world what is different about his new company — that TCHO will actually manufacture chocolate and not just re-melt or rebrand someone else’s mixture.

This claim would get attention by itself, however, it is further reinforced by TCHO’s story of how they work directly with farmers, produce chocolate through their own factory, and so on.

They are also making this personal…by telling everyone they can that they are not funded by some money-hungry venture capital firm, but rather by their friends and family.

I should note, that VCs can be great. But this approach helps to create more of a bond with the company…an underdog you want to support.

Next, the company is actively requesting feedback. Right away this tells chocolate enthusiasts they care about quality and making this the best chocolate around.

Another strategy they are using is scarcity. TCHO is building desire for their product by only offering sale of their ‘beta’ phase chocolate to those that register on their website (www.tcho.com) and who live in the Bay area that can pick up the chocolate from their factory.

You know the ‘I really want what I can’t have syndrome’ — it’s in work here.

It’s yet to be seen how sweet this chocolate venture will be. But what is clear, is that the company has leveraged its past assets to garner strong media attention…and has been doing a good job of communicating what makes it different, and why, if you’re anyone that likes chocolate, should consider getting a hold of a TCHO bar.

Until next time.

To your success,
Michael