G.O.D. morphs nostalgic haw flakes into dark chocolate sticks

Hong Kong lifestyle brand G.O.D. has reimagined dark chocolate orange sticks into a never-before-created flavour as part of its upcoming 30th anniversary celebration.

G.O.D. has presented Hawthorn dark chocolate sticks, a uniquely local reinterpretation of the beloved dark chocolate orange stick and the cherished childhood favourite: haw flakes (山楂餅). 

Douglas Young, founder of G.O.D., told MARKETING-INTERACTIVE that the product appeals to those in his demographic who grew up in Hong Kong with the original haw flakes but are at the same time attuned to Western food trends.

As G.O.D.'s chief creative force, Young observed that while dark chocolate orange sticks have proven highly popular across Europe, the brand saw an opportunity to create a Hong Kong equivalent. Drawing from his childhood fondness for haw flakes, Young had long sought to modernise the traditional snack. The outcome is the Hawthorn dark chocolate stick.

Made in Hong Kong by a well-established chocolate manufacturer that produces for some of the world's highest-quality brands, each stick combines smooth dark chocolate with sweet and tangy hawthorn, offering a balance of indulgence and nostalgia. Each box contains 110g of hawthorn-filled dark chocolate sticks, individually wrapped. The gift box draws inspiration from the iconic design of traditional haw flakes.

The Hawthorn dark chocolate sticks are available exclusively at G.O.D. retail stores and the official e-shop, while stocks last. Each box is priced at HK$198.

To promote the product, G.O.D. has created videos and posted them on its Instagram and Facebook pages, as the brand believes the product is difficult to explain and video is the most effective format, according to Young. “For the same reason, the in-store point-of-sale materials also include modules for video presentation.”

The brand has also sent out gifts to select G.O.D. fans and friends. In the videos created for in-store and social media promotion, the brand has particularly emphasised the humorous aspect that is synonymous with G.O.D..

“If we want to pass on a tradition to the next generation, it must be updated or else the appeal would be limited,” Young said.

Don’t miss: Wellcome partners with G.O.D to launch hand-painted mahjong set

Recently, G.O.D. has partnered with arena to launch an exclusive Hong Kong collection that pays tribute to the city’s unique cultural identity. This collaboration brings together “water” and “city” motifs, along with lucky cat style totems, into bold designs that work both in the pool and on the streets.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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