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In the cutting-edge world of mobile phones LG's Chocolate model is this year's hottest handset, and the Korean group hopes the stardust will help boost its overall reputation. But can a 'cool' phone really establish an entire brand and drive sales of other appliances? Asks Robert Lester
With mobile phones becoming more important as fashion accessories than ever before, manufacturers are constantly striving to produce the next must-have handset. Following the success of Motorola's Razr, LG Electronics seems to have the mobile of the moment with its stylish Chocolate model. Now the Korean company is hoping the phone's popularity will rub off on its domestic appliance products, such as televisions, washing machines and microwaves.
LG Mobile is launching white and pink versions of Chocolate to capitalise on its early sales success (MW last week). The company has sold 2 million Chocolate phones outside Korea since its launch in May and claims it is selling 100,000 units a month in its home market, where the phone was launched last October.
Chocolate is the biggest seller at Europe's largest mobile phone retailer Carphone Warehouse, and Gartner analyst Carolina Milanesi says: "It's a nice little phone. It might not have all the fancy bells and whistles on it, but it looks good and people are more interested in phones that look good these days. Fashion is becoming more important."
Build the brand with chocolate
And she adds: "There's no doubt that the Chocolate handset will help build awareness of the LG brand as a whole."
LG Electronics appointed Euro RSCG to handle its pound 30m pan- European advertising account at the end of 2004....