Posted 11:13 AM by seth godin

So, how did a chocolate bar turn into a Purple Cow?

Scharffen Berger doesnât have a chance. Theyâre tiny. They roast their own beans, create their own nibs, temper their own chocolate· all in a small factory near the San Francisco airport. In a world filled with Hershey bars, how could they possibly compete?

By being remarkable.

Scharffen Berger isnât for everyone. Thatâs the point. Chocolate for everyone has already been done. Hershey canât grow any more. Their new ad campaign isnât worth a fraction of what theyâre spending. Either you seek out Hershey or itâs invisible.

Scharffen Berger, on the other hand, appeals to people who wouldnât bother with a Hershey Bar. Chocolate fanatics. And chocolate fanatics are always seeking, always searching for something better. And when they find it, they tell their friends.

So, without spending a nickel on advertising, Scharffen Berger is now one of the fastest-growing brands of chocolate in the world. Itâs amazing, a symphony for your tongue. Youâll take a taste, realize that you may remember that taste all your life, and then, if youâre like most people with a chocolate otaku, will tell your friends