Russell Stover Aims for Chic, Nobody's Convinced

Just as we remember all the times we were pleasantly surprised for Valentine's Day, we also remember all the men, sets of grandparents and dowager aunties who gave us Russell Stover chocolates. While the drugstore candy makes good for fits of chocoholism, receiving the uncute white boxes as gifts does not always a happy recipient make.

But better packaging, chic flavours, an organic line and fresh marketing are all part of Russell Stover's plan to not only change that but take on competitors like Ghirardelli and Lindt. And with the help of PHD Media out of St. Louis, they'll even be dabbling in some guerilla work.

Well, if Target could change its image (granted, in the space of a decade) we're fully confident that Russell Stover can. Their challenge will be to convey less of a drugstore vibe without alienating the little old ladies who pull those boxes off the shelves most often. In the meantime, we remain unconvinced by the idea of a Russell Stover private reserve label. But the market, like love, is fickle. Maybe next year we'll feel differently.