Marketing is a "challenge" for all- companies as well as customers. Nowadays, consumers are demanding, setting high standards, turning confectionery marketers efforts into a sophisticated art (O'Connor and Galvin, 2001). An old but gold article from the Economist magazine summarizes the trends and consumer changes in a few words: "...direct marketing and the Internet are rewriting all the marketing rules" (The Economist, 1998). Confectionery marketers' future is said to be bright if they proceed innovating and keeping customers engaged.