New Zealand confectionery brand, Whittaker’s, has a deep heritage tightly woven into the Wellington region – and it just so happens that’s where the brands CMO Soraya Cottin currently resides.
Relocating from the picturesque streets of France to the windy hills of Wellington in 2023, Cottin took on the role at the family-owned “bean-to-bar” chocolate manufacturer.
Now into our second season of B&T’s CMOs To Watch, presented by Zenith, Cottin joins the ranks of visionary marketing leaders redefining the playbook. This series celebrates those who balance bold ideas with business impact and have a whole lot of fun along the way.
We sat down with Cottin to discuss the importance of protecting the quality, trust and authenticity of a brand, why the simple things like reconnecting with nature bring her “everyday pleasures” and how emotional storytelling with makes consumers feel something quickly and eagerly does wonders.
B&T: Let’s get to know you… What three things would you take to a desert island?
Soraya Cottin: A very long book, probably the latest Prix Goncourt winner, La Maison vide by Laurent Mauvignier. It’s close to 800 pages and I’ve only just started, so that would keep me busy for a while.
A good selection of spices, because even on a desert island I’d still want to eat well.
And definitely sun cream. Practicality matters.
B&T: What is your passion outside of work? If you weren’t a CMO, what would you be doing?
SC: I have quite a few hobbies outside work: running, cooking and foraging are probably the main ones. I love anything that reconnects you with nature and simple, everyday pleasures.
If I wasn’t in marketing, I could see myself opening a small organic wine bar somewhere by the coast: simple food, great produce, good wine, and a relaxed atmosphere where people genuinely enjoy spending time together.
B&T: What was your favourite campaign of all time?
SC: One campaign I’ve always loved is the Buenos Aires Independent Film Festival campaign, “If it’s not for you, it’s not for you”, launched in 2007.
I love the insight behind it and the humour. The executions were brilliant (the moustache, the painting, the clowns) and what I love most is that some people genuinely don’t get it. Which is exactly the point of both the campaign and the film festival itself.
It’s distinctive, clever and funny, and the kind of work that really stays with you… or not. “If it’s not for you, it’s not for you!”
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
Our biggest priority is continuing to introduce more Australians to becoming Whittaker’s Chocolate Lovers, and to what makes our chocolate unique: premium bean-to-bar chocolate made with care, quality ingredients, generous inclusions, and a real obsession with craftsmanship.
That belief sits at the heart of our “Hello Chocolate Lovers” brand platform. It’s a simple idea, but an important one: a warm invitation into the world of Whittaker’s that reflects the relationships we’ve built over generations, and the ones we’re still building across Australia.
As we celebrate our 130th anniversary, it’s also a reminder that long-term brand building works. We’ve always focused on making exceptionally good chocolate and staying true to who we are, rather than chasing short-term attention.
We’re also excited about product innovation like Banana Caramel, giving more Australians new reasons to discover the brand.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short and channels mix?
We’ve always believed in investing in the Whittaker’s brand and in building genuine relationships with Chocolate Lovers over time.
That naturally means a strong focus on long-term brand building. Celebrating 130 years as a family-owned business is proof that consistency and patience matter.
Emotional storytelling remains incredibly powerful, whether on screen or through standout outdoor. The best work doesn’t just communicate, it makes people feel something quickly and meaningfully.
We’re also increasingly excited by brand experiences. While not a traditional media channel, they become incredibly powerful when people genuinely want to engage with them, especially when amplified through PR and social. They deepen connection in a very real way.
B&T: What is the biggest challenge you currently face in the marketplace?
One of the biggest challenges is that consumers have never had more choice or more distractions competing for their attention, and that’s true across every category and industry. AI is only accelerating that shift, increasing both the volume and speed of content.
At the same time, the industry is also navigating real supply-side pressures, including the recent cocoa crisis, which has put significant strain on availability and pricing across the category globally.
For us, that has reinforced a very clear point of difference. We’ve focused on navigating it in a way that protects what matters most: continuing to use high-quality beans and maintaining the standards of premium bean-to-bar chocolate we’re known for, without compromise on quality.
So the answer isn’t to become louder or to dilute what we do, it’s to stay distinctive, consistent, and committed to our craft. We’re a long-term brand, and protecting quality, trust and authenticity matters far more than chasing short-term fixes or trends.
B&T: What are you most excited about in the marketplace?
I think people are increasingly looking for brands that feel genuine, human, and, importantly, trustworthy. Brands that are consistent over time, that don’t constantly change formulations, cut corners, or drift away from what made them strong in the first place.
There’s also a growing appreciation for quality, craftsmanship and sustainability. Consumers are becoming more conscious about where products come from, how they’re made, and the values behind the brands they choose.
That plays strongly to brands like Whittaker’s, where premium bean-to-bar chocolate, careful craftsmanship and long-term thinking have always been central to how we operate.
It’s also exciting to see people continuing to embrace premium experiences in everyday categories, even small moments like choosing a block of chocolate can feel meaningful when the quality is right.
B&T: Where do you see yourself in five years’ time?
Hopefully not radically different.
Honestly, when you get to work on a brand and product you genuinely believe is among the best in the world, why would you want to change too much?
I’d love to still be helping grow Whittaker’s: a brand that remains the most trusted in New Zealand, continues to build strong momentum in Australia, and expands thoughtfully into other markets, all while staying true to what makes it unique.
For me, success is about growing without losing your identity.
B&T: Speaking hypothetically, what’s one brand, product or category you’d like to sink your teeth into right now as a marketer?
Tourism and hospitality have always fascinated me because they combine storytelling, emotion and experience in such a powerful way.
Creating premium brand experiences, whether through travel, hotels, food or destinations, is one of the purest forms of marketing, because every touchpoint shapes how people feel and what they remember.
I love brands that can create a real sense of place, and leave people with lasting emotional memories.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
I think we’ll continue to see a shift away from purely optimised, highly targeted media towards ideas that people genuinely want to spend time with and talk about.
There’s so much content competing for attention now that creativity itself becomes the media advantage.
We’ll also see more brands investing in experiences, partnerships and culturally relevant moments that travel organically through PR and social, rather than relying solely on paid reach.
For premium brands especially, attention and emotional connection will matter more than volume alone.
