Some small businesses are implementing great WOM strategies to encourage company growth. A new New-York based chocolate company has taken its name and applied it literally. Sweetriot chocolates sell raw cacao beans dipped in dark chocolate. Seems like a new concept for candy. They also center themselves around sustainability and fair trade. Sarah Endline, company president, took the less traditional marketing route by harnessing their sustainability message and holding actual good natured "riots" with candy samples and good messages. A recent example was at the Sundance Film Festival in Park City, Utah where Endline bared placards with peaceful messages and handed out samples of the organic dark chocolate covered cacao nibs.
Such street events have seemed to pay off for Sweetriot; and by getting celebrities like Josh Hartnett, Mary Kate Olsen, Paris Hilton, Charlize Theron to try their candy, maybe they can get some free advertising too. I always like to see creative, different guerrilla-type word of mouth campaigns. Handing out free samples is one thing, but free samples coupled with a playful riot idea that promotes a good message, is a great concept.
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