Caprice des Dieux
Created in 1956 in Illoud (Haute-Marne), Caprice des Dieux immediately stood out thanks to its texture, presentation and distinctive name.
A pioneer in the field of cheese specialities, Caprice des Dieux still leads this segment in France where its 300g format is the leading cheese product in terms of value. It scores 91% with the French when it comes to aided brand awareness (Cheese barometer 2012, TNS Sofres), is present in 30% of households and is sold in 150 countries.
Although Caprice des Dieux has retained its original recipe, it has successfully adapted to new lifestyles as well as changes in patterns of both consumption and distribution. The original 200g format was supplemented by:
- in 1973, the 300g family size format
- in 1988, Mini Caprice, "un amour de mini" to slip into your hand bag for a tasty snack
- in 2001, Caprice des Anges, "divinement frais", a delicious plain fresh cheese
- in 2009, EnCas of Caprice, "divin en toutes occasions", a snack format for the peckish
- in 2012, the 125g format, "mon petit Caprice".
Its pure, fresh and melt-in-mouth qualities are now underpinned by exceptional customer loyalty and goodwill. Caprice des Dieux stands out for the inventive and fanciful nature of its advertising campaigns based on the slogan "On se fait un p’tit Caprice ?" which establish a tender complicity with consumers.
The goodwill and high profile of Caprice des Dieux are further boosted by generous and effective initiatives often related to special occasions such as Mother's Day and Valentine's Day.
Finally, the digital universe is now central to the brand's communication strategy: the Caprice des Dieux website, launched in 2000, has been supplemented by a fanpage which has attracted over 300,000 fans.