Can the heart of Colombian identity be found in a chocolate bar?
I remember when I was a child and my father used to come home after work. I was
always so excited, because I knew he was going to bring me something special: a small
blue-wrapped chocolate bar called Jet, with a precious sticker I could add to my
Colombian adventure book.
This ritual of sharing and collecting connected me beyond the chocolate itself, it tied me
to Colombian roots and nature. And I am sure this memory is not only mine. For over six
decades, millions of Colombians have grown up with Chocolatinas Jet as part of their
daily lives, making it one of the most emotionally resonant brands in the nation. In fact,
according to Semana’s 2025 research study, Jet holds an extraordinary 81% brand
recall, placing it among the most remembered and beloved brands in Colombia.
But what’s behind this brand’s success? The fact that the product is not only built on
features, but on emotional connections. Jet’s brand personality has been shaped
around three main pillars:
● Adventure and Exploration: symbolized by the Jet plane logo and the iconic
● sticker albums.
● Colombian Pride : positioning itself as Nuestra Marca Colombiana (“Our
Colombian brand”).
● Family Tradition: a product shared across generations in moments of
togetherness.
All of these elements show the power of building a brand on emotional connections,
when a purchase goes beyond just a transaction. The power of human connection for
business success is reflected today in Jet’s strong performance:
● 9% sales growth in 2024, according to Forbes Colombia.
● 1 million bars consumed daily nationwide.
● 28.5% market share in Colombia’s chocolate segment.
Jet offers an experience attached to a country. Since 1962, the collectible sticker
albums have anchored Jet into Colombian culture by combining education, play, and
community. The history of the Jet Album began 60 years ago with the goal of bringing
Colombians closer to what was happening in the world. To date, more than 24 million
albums and over 10 billion stickers have been distributed, enough to wrap around the
equator one and a half times. Generations of children learned about nature, space, and
history while bonding with the brand.
This simple but brilliant strategy transformed Jet into more than just a chocolate bar. It
became part of Colombian identity. Jet’s story proves a timeless truth: branding is
about creating belonging. When a brand combines emotional storytelling with
consistent consumer engagement, as Jet has done, it achieves category dominance
and secures a place in the top of mind and top of heart of its consumers.