Exoticism

Exoticism is sometimes seen as the charm of the unfamiliar or the creation of an exciting, inaccessible “other”. It is often used to sensationalise cultural difference, presenting these desirable “others” – be they people, places or products - as a unified entity with attributes and ways completely different to one’s own.

Chocolate is part and parcel of daily life. It’s such an integral part of Western food culture, that it is rarely even thought of as being different or special. Yet through our ethnographic research in rural India and Brazil, we found that for people living in rural villages, chocolate is synonymous with Western brands and represents an affiliation with globalisation and a desirable culture. In these villages, chocolate is a premium, luxury product and consequently an exotic object of desire, a way in which to show off to friends, a special gift for special occasions.

Through recognising the exotic nature of chocolate in these rural villages, our client was able to design their communications by emphasising the symbols of exoticism in the brand.