The semiotics (the study of all forms of human communication, especially of signs and symbols) and images related to chocolate have – throughout the ages – very often shared the same spirit, albeit in very diverse forms: gold and gold bars, pre-Colombian cultural graphics, Alpine cows, art deco elements and others.

They often relate to some mythical values or historical aspects of cocoa and chocolate: its role as a currency for example (gold), the milk from Alpine cows as an important ingredient, exotic and legendary Aztec graphics as a reference to the roots of cocoa. In other cases they refer to cocoa and chocolate as the very luxurious and exclusive delicacies they remained until halfway through the 20th century with art images, well-dressed ladies and families.

From the beginning of the 20th century, marketeers began to see the many opportunities in promoting chocolate in food and products for children. From then on, more and more communication tools were aimed at convincing mothers and their children to buy chocolate, such as special wraps around bars and tablets, billboards or displays. The images that featured on these smart marketing tools also shifted more and more towards the interest of the young, like toys, cars, children or cartoons.