Chocolate Aguila
Chocolate Aguila is an Argentine chocolate brand. It is owned by Grupo Arcor. "Aguila" was the tradename used by the former company Saint Hermanos S.A., which was established in 1880, and renowned for its chocolate bars.
The company was acquired by Grupo Arcor in 1993.
History
The company was established by French immigrant Abel François Charles Saint, Named "Saint Hermanos", the company continued producing roasted coffee and chocolate.During the first half of the 20th century, the firm opened outlets in Argentina, expanding its business to Uruguay and Paraguay. By 1920, Aguila added ice cream to its portfolio under the brand Laponia. The company produced and marketed bonbons, chocolate pastilles, and mint confections, among other goods.
Between the 1930s and the 1970s, the company developed a variety of products, manufacturing and commercialising more than 100 items in its factory located in Barracas. which expanded the Aguila brand, adding products such as ice creams, alfajores, and candies.
Marketing
In the 1980s, Aguila focused on strategies to advertise its chocolate bar as an ingredient for desserts and cakes. The logo and packaging were redesigned, establishing pink as the characteristic color that has identified the brand since then.In the 1930s, the company hired celebrity cook Petrona de Gandulfo to advertise its chocolate. Gandulfo wrote a cook brochure with recipes using Aguila chocolate as the main ingredient. Those recipes were compiled in the anthology volume Doña Petrona Inédita with more than 1,000 recipes that had remained unpublished until then.
In the 1980s, the company broadcast a TV commercial starring a black man who compared himself with a blonde-haired boy when talking of his childhood, at the end of the piece. The advertisement became a classic of the brand. Afro-Cuban pianist and actor Rigoberto Díaz de Armas played that role. The advertisement took criticism from sectors who stated that comparing African culture with chocolate was racist.