There is no doubt that the Cloetta brand has a strong presence in this country. The brand without a doubt has the majority of the market share in Sweden, judging by its large store displays and number of other products they have introduced. Cloetta's most famous candy is Kex Choklad, and without a doubt is a favorite among Swedes. On an average day, one can see many people snacking on a Kex bar as well as many Kex bar wrappers dominating the litter on the streets. Given the fact that the Swedish people are fans of their own candy says a lot about the company and its relationship to their market. Cloetta is a national symbol, especially considering their recent decision to market products in relation to the royal wedding over the summer. Special boxed chocolates and chocolate bars were introduced in favor of the royal wedding of Princess Victoria. After reading more about the brands involved in the royal wedding, I have learned that 8 Swedish brands were part of LOVE Stockholm 2010, present at festivities related to the royal wedding. By putting themselves in front of tourists, local Stockholm citizens, and Swedish people who have come for the royal festivities, Cloetta serves as a nationalistic brand for the country of Sweden. By hyping up very national events like the royal wedding and showing a presence, Cloetta shows its conjunction with the politics and the government of Sweden. For that reason, I believe the people of Sweden enjoy a company that is highly involved with their country and therefore support it. This could relate to brands that involve themselves with American sports teams or big nationally televised events. However, Cloetta is doing something a little different by 'supporting' the royal wedding rather than 'sponsoring' directly. I find this tactic a little more creative and more invested in Sweden than the drive of greed.
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