The “sporty” part is that you can snap the package open. The motto (printed on every package) is “Quadratisch. Praktisch. Gut.” (Square. Practical. Good.)
I once made fun of this to my German friends, who immediately came to Ritter’s defense: “It’s a progressive company.” “The product is excellent.” Etc.
I like “practical” as a product claim. (Reminds me of the early Marlboro Cigarettes claim that their flip-top box was “interesting and practical.”)
The official English version of the Ritter Sport motto, however, is not the literal translation. Their English language packaging offers instead, “Quality. Chocolate. Squared.” (Which, I suppose, could be expressed algebraically as: Quality + Chocolate2 = RS)
Miller also points out that “Somehow, eating chocolates seems to be the opposite of sports.”
It’s true that Ritter Sport’s advertising has long sought to associate itself with sports, often by implying that an infusion of chocolate will give the consumer greater athletic ability. It turns out, however, that Ritter’s chocolate was originally named “sport” because the square chocolate bar would fit into the pocket of one’s sport jacket.
The “snap open” feature is due to their patented and trademarked “knick-pack”
Much more about Ritter Sport’s branding and their Knick-Pack, after the fold… [Read more…]