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- 💎 Deep Dive: 🍫Tabs Chocolate
(I like to keep things clean here on Marketer Gems, but this week’s deep dive focuses on a brand whose value prop is specifically in the bedroom – so be warned!)
Howdy marketer!
Tomorrow is a BIG day for love and chocolate: Valentine’s Day.
But what if the gift of chocolate was more than just a show of love, but a catalyst of love?
Yes, chocolate has always been sexy, but one brand claims to actually increase sex drive.
And to be honest, compared to other well-known aphrodisiacs, chocolate is a clear winner (I mean, who wants to slurp down oysters pre-coitus?)
Brand in the hot seat: 🍫Tabs Chocolate
today's treasure trove
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What is Tabs Chocolate?
Quick Stats
Tabs is a chocolate brand that claims to have additional benefits. Their flagship and most viral product is the Sex Chocolates – consume these 30 minutes prior to intimacy to increase sex drive (per their website).
They’ve since expanded to tongue tabs to help with sleep, relaxation, focus, and fun.
Tabs’ Target Demographics & Positioning
Tabs is unabashedly a Gen Z brand.
Their primary growth channel: TikTok
Marketing campaigns: User-generated content style
Website and product design: Neo-brutalism
Marketing copy: Bold yet cool
The target demo is Gen Z – but why are they buying libido-enhancing chocolate?
As opposed to Viagra (a pharmaceutical that “solves a problem”) is like a painkiller, but Tabs comes in two different ways:
It’s a vitamin – It will take intimacy to the next level, whether you already have a healthy sex life or not.
It’s for both sides of the relationship equation – Instead of a pill for men, Tabs is chocolate (an indulgence) for both partners.
The shared experience of indulging in sex chocolate removes shame from intimacy struggles and creates a safe place.
Gen Z likely aren’t dealing with the same erectile dysfunction issues their parents are – but they do want to maximize an already-great experience.
Tabs’ Marketing
In true 2020’s fashion, Tabs grew through UGC-style TikTok content.
The affiliate content and paid ads alike use the same formula:
Grab attention – “You HAVE to try this”
Outrageous claim – “FUN!!!”
Show results – “So satisfied”
The concept is not groundbreaking, but hitting the right audience, on the right channel, with the authentic UGC style, and the right positioning really made this brand shine.
They didn’t spread out through other channels – they found one channel and one style that hit and doubled down on it over and over again.
Cross-Sell Funnel
Tabs is an e-commerce brand, so they need to take the opportunity when users are checking out to maximize the cart size. Tabs does this through cross-sells post-sale after the checkout page on their website.
Creating urgency – heck out the timer at the top.
Making an incredible offer – 50% off??
Hard “no” – the “decline this offer” makes turning down the cross-sell seem more like a missed opportunity.
Campaigns Tabs Could Do Next
Tabs has already started product expansion – adding tongue tabs to their digital store shelves, but how can they maintain relevance and marketing prowess?
They could certainly add more products to their store (maybe supplemental bedroom products or toys), but instead, they could continue to double on the shock value they started with “sex chocolate.”
I think they could go into media.
Make a sex-forward podcast – Some of the most popular podcasts are already in this niche, but Tabs could make it specifically for their audience.
Sex ed YouTube videos – Create a channel for education by a sex therapist, possibly even clipped therapy sessions with real couples. These could even be repurposed for vertical short-form video.
Real FAQ blogs – Doubling down on the UGC style content, but in written form, Tabs could have anonymous customers write in their sex-related questions and answer them on their blog Dear Abby style.
Wrap Up
If there’s a takeaway from Tabs, it’s find what works, find out why, and do as much of it as possible.
This Valentine’s Day, find your customers who love your brand the most and return that love to them in as big of a way as you can. Speak their language, show up where they are, and be authentic.
✌️,
Tom from Marketer Gems (LinkedIn)
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