Cadbury's purple reign

October 2004
Brand Strategy;Oct2004, Issue 186, p28
Trade Publication
This article presents information on branding of products by confectionery Cadbury Ltd. in Great Britain. Cadbury's market share grew last year to 7.2% of the world chocolate market, making it the fourth largest global chocolate brand after Mars, Nestlé and Hershey Foods. But how is Cadbury planning to use purple to grow its brand in the competitive global chocolate industry? Tony Bilsborough, spokesman for the company explained that this is a product category where 70% of purchases are made on impulse, so triggers like colour are imperative. They have to underpin the whole brand. The colour purple also has a long tradition within Cadbury's.


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