Dubai Chocolate, the global phenomenon of the moment, quickly conquered the world and all it took was a post on TikTok showing an influencer's experience with the product. The overwhelming curiosity of the TikTok users led to an insatiable demand for this exotic chocolate and the building of a real cult around it. 

The “Dubai Chocolate craze” was catapulted to the status of a global trend, mobilizing brands and consumers in an unprecedented way, which reflects that when curiosity dominates the masses, the product's appeal increases undeniably. Suddenly, the chocolate not only went viral on Tiktok, but was also commented on other online platforms. In fact, the demand for the product was such that you can even find it for stratospheric prices on OLX or Vinted. If the product was initially a mystery, it has now become a status symbol, for some people almost untouchable due to its scarcity. 

This product’s conversion into a trend perfectly exemplifies the power of social listening in branding strategies. Social listening consists of actively monitoring online platforms in order to understand and capture consumers' interests and how they behave towards a particular product or service. 

However, more than “analyzing” their audiences, brands must interact with them. This is called “riding the wave”, something that, in this specific case, Lindt did quite successfully, for example, being the first to launch its version of Dubai Chocolate. Naturally, it was followed by other large retailers, such as Mercadona and Pingo Doce, who brought variants to the Portuguese market.  

This kind of reaction, often at the speed of a tweet or Instagram post, demonstrates the importance of social listening. Brands shouldn't just create content and wait for it to reach their audience; they need to be agile, always up to date and adapting quickly to rising trends. This allows for a more genuine connection with the consumer and increases visibility and engagement. 

Dubai Chocolate may be a passing fad, but the lessons it leaves us with are long-lasting: social listening, the strategic use of trends and the ability to communicate in an authentic and creative way are the ingredients that allow brands to stand out and gain relevance with consumers. 

Our recommendation for brands? Stay alert, listen to the conversations in the digital universe and integrate creatively. It's not just about being present, it's absolutely necessary to be relevant, authentic and know when to use humor as a powerful tool for connection. As trends continue to come and go, what brands really need to ensure is that they are prepared to act quickly and with relevance. And in this process, social listening has never been more crucial.