I have never seen or heard of these until I went to Seth Godin’s Pick Yourself event and had one.
Then I had another, this time the milk chocolate kind, as opposed to the dark chocolate.
Then I had another, the same day within a span of four hours.
Then I grabbed two more and put them in my journey bag, I gave a third one to someone else and grabbed a fourth to eat while I grabbed a fifth one to eat on my way out of the event after I finished the one I was holding.
I then presumed to eat the two that I stored in my journey bag throughout the evening. Note: By “one” I mean the two chocolate peanut butter cups in the “one” package.
Depressing? I could fight and say they were organic although it doesn’t help my case too well. (More on organic in a moment)
To say they are delicious is an understatment which is something people often say about Reece’s peanut butter cups.
However, to say that Reece’s peanut butter cups are the most delicious ones in the world would be half-true. (As is the case for Justins) They are the best if you ask the niche audience that they are marketed to and consumed by.
Whereas, if you ask the niche group Justins markets to, they would say Justins chocolate peanut butter cups are the best.
What I’ve learned about products, not just chocolate peanut butter cups is that:
1. You can always improve but what you can improve on may not be exactly the product itself, the chocolate. It may be the shipment, how the ingredients are grown, the graphics of the wrapper, the mission statement on the box or in this case, the audience you are targeting.
2. All in all, precision meets profit. You can always find a niche market to make a profit, especially in organics. In other words, there is always a way to make it different for that special tribe who likes it that way.
Justin’s chocolate does just that. They reach out to the audience who doesn’t buy just cheap chocolate.
Afterall, for some people, going big means buying not just buying any kind of chocolate. If they are going to go big buying chocolate, they are going to spend an extra 40 cents or a dollar for the good chocolate, the rich chocolate, the organic chocolate, the chocolate that makes them feel they are benefiting the world by eating.
This is a small niche audience and Justins makes their chocolate different so it’s target is precise.
Stay Positive & Thought It Was Worth Sharing
Garth E. Beyer
Is there something you have had too much of?