Twix chocolates is the first company to market chocolates for the moment. It's what you eat when you don't know what to do. So when you don't know what to tell someone something or react to some situation you grab a Twix. Twix is the chocolate you eat during the break at school...
It's interesting because it's an attempt at de-commoditizing the chocolate. Because chocolates are chocolates, they're all sold as chocolates, about their taste, their texture, about the sensory experience. Twix turned the idea on its head and introduced a chocolate that you buy because you're in a bind, because you don't know what to do. We all have that moment at one point or another. And we all want some twix.
Godiva did it by owning the "chocolate as gift" category. By positioning a box of Godiva's as a gift and not as a chocolate, they could charge "gift" prices.
This is, of course, an interesting framework in which to see the dry cleaning industry...
