- Swiss chocolate brand Lindt is making its sparkling debut in the 99th Macy’s Thanksgiving Day Parade.
- The “Master Chocolatier Ballroom” LINDOR float plays up the brand’s Lindor chocolate, which was originally designed as a holiday ornament.
- The brand kicked off its holiday campaign last month with its new line of Advent Calendars. The brand will continue its seasonal marketing throughout the season with sweepstakes, retail activations and social campaigns tied to the holidays.
The Swiss chocolate market is looking to increase sales in the U.S. market this holiday season and is using the iconic parade to pitch its case.
“The Macy’s Thanksgiving Day Parade is one of America’s most joyful and enduring traditions and a celebration that brings people together across generations,” said Bethany Bray, director of marketing – seasons at Lindt & Sprüngli (USA). “For Lindt, it’s about joining the celebration during this cultural moment with a magical brand presence – the Lindt “Master Chocolatier Ballroom” float – that will enchant and delight viewers and Parade-goers. There is a natural connection between the emotional experience of the Parade and the emotional experience of enjoying Lindt chocolate, where both are about savoring moments of joy and togetherness.”
“Lindt’s participation in the Parade aligns with several business objectives including brand equity and awareness, growth and storytelling,” Bray continued. “Our Lindt Master Chocolatier Ballroom float deepens Lindt’s emotional bond with consumers in a truly enchanting and elegant way, creating a memorable connection that captures the magic of the season. The Parade provides unmatched visibility during the most magical time of the year as consumers begin their holiday celebrations.”
