Purdy’s Chocolates of Vancouver and Rogers’ Chocolates of Victoria have partnered up in a sweet deal with the Vancouver 2010 Olympic Games.
The chocolate companies are now official co-licensees for the manufacturing, marketing and retailing of Vancouver 2010 branded boxed chocolates.
Kate Phoenix, vice-president marketing and sales for Rogers’ acknowledges that while the two chocolate makers are competitors, each bring different strengths to the deal.
“It’s something that we had been talking about for a couple of years,” said Phoenix. “We were aware that taking on an Olympic licence is probably bigger than either of our companies could afford.”
Purdy’s 56 stores in B.C., Alberta and Ontario are mostly mall-based, while Rogers’ 10 street-front retail locations are situated in high-tourist areas.
Phoenix said that by signing a licensing agreement with the Vancouver Organizing Committee, she hopes that the brand will gain more visibility and draw attention to newer stores in the tourist-heavy areas of Vancouver’s Gastown and on Granville Island. Rogers’ also has a flagship store in downtown Victoria and another in Whistler.
Purdy’s celebrated its 100th birthday last year, and Rogers’ will be in business for 125 come 2010. Phoenix said Rogers’ will promote its heritage through advertising. “The heritage aspect legitimizes our brand,” she said, adding that the marketing budget around the Olympic Games will be in excess of $100,000.
Dennis Kim, director of licensing and merchandising for VANOC, said it is unusual for competitors to bid together on a licence, but it makes sense for certain categories.
“A separate proposal for either Rogers’ or Purdy’s would have caught our attention because those are very reputable nationally recognized brands,” said Kim. “It was a great move on their part to submit something together, and putting both of their resources together obviously made one very competitive proposal.”
Kim said both the boxed-chocolate category and local wines did very well at the Torino Winter Games in 2006.
Kim said VANOC has now awarded 38 licences and expects to issue 45 in total. The next major decision will be the publications category, which includes a commemorative book of the Games as well and the souvenir program.
Other licences announced include: L.B. Maple Treat (maple syrup); Blade Pro Products (hockey blade tape); Cryopak Industries (2007) ULC (reusable hot/cold gel packs); Rocky Mountain Down & Feather (housewares); Overland Models, Inc. (model locomotives), Dale of Norway (wool sweaters) and Sandylion Inc. (office and school supplies).
