While other chocolate brands like Godiva marketed itself in luxury shopping centers, Ferrero Rocher was easily found stacked in the aisles of ethnic supermarkets whose owners imported them from abroad, and then eventually in American drug stores like CVS and Rite Aid. Shinier and pricier than Whitman’s or Russell Stover and with a foreign flare that oozed European refinement, it was instant, obtainable wealth.
“There’s Never Been a Fine Chocolate Like This Before!”
Ferrero Rocher ads declared, and we ate it right up. It was the perfect marketing ploy directed towards the perfect target audience, and it worked.