Storytelling Weekly – #005 Exquisito Chocolates

From: In my living room
Time: Dec 2019
Scene: After our wedding

*collapsing into the sofa*

Me: Yeeesssss, it’s FINALLY over.

Tracy: M-hm. I don’t want to do this again anytime soon.

Me: Wait… what did you say?!

Tracy: Nothing. 🙂

Me: …I think we need a contingency plan for argument.

Tracy: Okay. If we ever get into a fight…

Me: I’ll buy you Bubba milk tea.

Tracy: How ‘bout you?

Me: Chocolate!!

Yup, chocolate is my favorite food in the world…

So, today, let’s talk about the brand – Exquisito Chocolates!

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these stories in email campaigns.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - Exquisito

Carolina Quijano was always a chocoholic.

After tasting and testing hundreds of recipes…

In 2014, she moved to Miami and launched Exquisito – a chocolate factory with the mission to honor the natural flavor of cacao beans.

But – 

This wasn’t how I got to know Exquisito Chocolate.

Instead, I was introduced to the brand through an Eater’s video:

The second I saw this video…

I was hooked.

Storytelling Tactics

When it comes to chocolate, there’s a lot of competition.





Ferrero Rocher.

You can easily find over 30 brands in any store.

So, how do you stand out?

(Carolina did a great job in the video above. Recommend watching 👍)

Most people only know dark and white chocolate.

But in reality, chocolate can be very complex – just like wine.

From flavor profiles to texture to aroma…

So, why do we rarely “taste” these differences from major brands (like Hershey’s)?

Because major brands WANT their chocolate to taste “consistent.” It has to be THE SAME in every store – across every country.

Now, this in itself might be an advantage…

Because customers know what to expect when they buy a Sneakers Bar.

(it also helps manage & reduce the production cost)

But when the world zigs, zag!

At the core of Exquisito Chocolate’s marketing, it’s powered by one question:

How can we honor the natural flavor of cacao beans while maintaining close ties with the farmers who produce them?

(this question echos through all their copy – website, product description, videos, emails, etc)

This is called a “framing question.

It’s a narrative that guides all your marketing decisions, serving as a North Star for your business.

Email Tip of The Week

Every brand needs a Core Framing Question.

Because this question helps you attract the best (& right) customers.

I’ve already written an email about this topic.

So, I’ll save my typing finger and link you to the post below:

👉 (1-min read)

At the end of this article, I’ve also provided a challenge to help you rocket-fuel your marketing in 2024 (& beyond)!