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Prince Polo versus Princessa – the battle of chocolate wafers in Poland

May 10, 2009

Prince Polo is a traditional Polish brand of chocolate-covered wafer with four layers of wafer joined by three layers of chocolate-flavored filling. This variant is now called Prince Polo Classic, as some other flavours and sizes were launched in recent years. All Prince Polo bars are instantly recognized by their golden wrappers with the bold red&white logo.

e.g. Prince Polo with peanuts on top

Prince Polo Classic - megaboard advertising in Warsaw / copy: Pleasure: Always and Forever

Prince Polo Classic - megaboard advertising in Warsaw / copy: Pleasure: Always and Forever

The Prince Polo brand was introduced in 1955 by Polish company called Olza located in Cieszyn.  In 1993 Olza SA was purchased by the international FMCG giant Kraft Jacobs Suchard, currently known as Kraft Foods.  Prince Polo is also very popular in Iceland where it’s known as Prins Póló and Czech Republic, Slovakia, Hungary, Lithuania and Ukraine under the name Siesta.  In the 1990s a rival brand of chocolate-covered wafer was launched in Poland by Nestle under a similar name: Princessa.

PrincePolo-vs-Princessa

Both brands compete strongly for the #1 position in the market. Prince Polo remained a long-time leader, but most recently Princessa claimed the largest market share in the category after the successful re-positioning of the brand and launching a premium variant called Princessa Gold.  Princessa is presented in its advertising as a form of innocent idulgence. The brand essence is defined as: “Pleasure without after effects” which also supports Princessa’s main attribute: lightness.  The recent campaigns of Princessa and Princessa Gold were created by Lowe GGK Warsaw agency.

Print advertising of Princessa Gold / copy: Exceptional Like You

Print advertising of Princessa Gold / copy: Exceptional Like You

Princessa Gold's print ad / copy: A Subtle Shape of Pleasure

Princessa Gold's print ad / copy: A Subtle Shape of Pleasure

Princessa Gold's print ad / copy: Exceptional Like You

Princessa Gold's print ad / copy: Exceptional Like You

Prince Polo’s reaction to the successful launch of Princessa Gold was the introduction of a new variety called Prince Polo Czarno-Białe [Black & White]. A notable TV and outdoor campaign supported the launch of this new product.

I’m not sure if this Black&White Prince Polo is still marketed. I tried it once and it was nothing particularly worth remembering.

Prince Polo Black&White megaboard ad / copy: New. Astonishing.

Prince Polo Black&White megaboard ad / copy: New. Astonishing.

Another opportunity for Prince Polo to fight Princessa and show its long tradition arrived in 2007 when the brand proudly celebrated its 50th birthday and started a big consumer promotion under a name: “50 Years Passed” – in a lottery people who purchased Prince Polo could send via text message a special code printed on the wrapper and win Visa prepaid cards. The advertising agency behind Prince Polo’s campaigns is Gruppa66 Ogilvy (part of Ogilvy Worldwide chain).

The latest Prince Polo’s effort to regain the leadership in the category is the 2009 TV campaign where the quintessential Prince Polo golden wrapper becomes a new communication tool between young people. The TV spot also features the popular track Should I Stay or Should I Go by The Clash.

Prince Polo's latest outdoor campaign / copy: All the good things come from Prince Polo

Prince Polo's latest outdoor campaign / copy: All the good things come from Prince Polo

Princessa, on the other hand, started a new campaign Academy of Everyday Pleasures – in TV commercials women are spoilt by a team of  The Little Tempters. Of course the Princessa Little Tempter has the easiest task of all, because no girl can ever resist a Princessa bar.

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