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MKT 101 - G

Eli Alegre
Chantal Chan
Bea Galang
Louie Lava
Gabriela Lorenzo
RSEARCH: CHOCO-VIM
1. What was the product?
Choco-Vim is a defunct chocolate-flavoured milk drink brand produced by Magnolia.
The beverage was popular in the 1960s to 1970s until it was rebranded to Magnolia
Chocolait, which persists until today. Choco-Vim came in differently-shaped glass bottles
with metal crowns (like todays typical soda bottles) and is often remembered by the kids who
were able to have it as a thirst-quenching drinking experience brought by its cold and creamy
chocolate texture. The rule was that before consuming it, one must shake it vigorously to
blend in the dark layer of chocolate that had already settled at its bottom.
An informal source also tells that the drink was soy-based, so there was nutritional
value in its formulation. We suppose that the word vim attached to its brand name (which
means energy and enthusiasm) meant that its soy content has a protein-providing function that
enhances stamina and supports body-building or muscle growth. The absorption then of these
benefits, especially for kids, was made easier and more enjoyable since it was in the form of a
chocolate drink.

2. Who did it cater to?


Choco-Vim catered to mostly kids, but also to teens, and adults. One source reveals
It was a big come-on for kids, teens and adults alike. When stocked for hours in the freezer,
you can see all the choco-goodness settling at the bottom. Based on most of their print
advertisements which would feature little children drinking Choco-Vim hoping to first grow
healthy with Choco-Vim, the product was mostly intended for kids however was probably
just as attractive to the parents who wanted their children to be healthy and energized.
3. How/when/why was the product used?
From the products name alone (vim translating to energy/enthusiasm) we understand
that Choco-Vim, aside from being a delicious drink, was meant to provide nutritional value
and/or energy to the kids who drank it. Its nutritious and oh-so delicious! factor, seemed
to be a huge selling point in their print ads, featuring children who (assumingly) hope to grow
up to reach their dreams by becoming healthy with Choco-Vim.
Choco-Vim also became popular with older crowds simply because it was a delicious,
thirst quenching and satisfying treat especially in the summer heat; whether served frozen or
chilled, it was enjoyed by kids, teens and adults alike.
4. Why did it die?
There are many different factors why Choco-Vim died as a brand. One of the major
factors was the change of marketing strategy by Magnolia-- their long term goal as a company
had been to establish themselves as a household name in the dairy industry (whether it be
milk, ice cream, cheese, etc.) However as seen on the packaging and branding of Choco-Vim,
their marketing popularized the Choco-Vim name on its own rather than a product of
Magnolia; in fact many of those who still reminisce about the chocolate milk today arent
aware that it was a Magnolia product. We can assume this to have contributed greatly to their
decision to rebrand Choco-Vim into Magnolias Chocolait. The newly released Chocolaits
packaging was distinctly Magnolia as the glass bottle had the the companys name print all
over the bottle which was a sharp contrast to Chocovims packaging wherein the brand name
Magnolia was relegated as simply a part of the background.

Other reasons include the resurgence of competitors such as Milo, powered by


aggressive and relentless marketing, thus Choco-Vim had to take the back seat. At the same
time, there had also been a foreign brand whose name was similar to Choco-Vim thus
complicating the issue and in turn encouraging Magnolia to switch the product name quicker.
Lastly, based on the advertisements released by Chocolait as compared to those of Choco-Vim
(which were geared towards toddlers/kids), it seems as if Magnolia was trying to change their
target market from little kids to young teens-- one of Chocolaits most memorable ads had
featured teenagers on the beach paired with a catchy jingle.
5.

How long has it been dead?


Choco-Vim has been dead for more than 30 years. The brand emerged in the 1960s
and was rebranded as Chocolait in the 1980s. However, no information on the exact date was
published and obtained.

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