Why cadbury purple

Brand safety. Brand strategy. Business of media. Creative Works. Diversity and inclusion. Future of TV. Influencer marketing. Media planning and buying. Mental health. Mergers and acquisitions. New business. Social media. Nestle and Cadbury are two established giants of brands who have been ruling the market of the food processing industry for more than a hundred years now. Now, sometimes trading in the same market make it inevitable for similar brands to indulge in business rivalries.

So was the case of Nestle and Cadbury where a dispute landed the brands in the witness boxes of the court. There was a series of events that took place over the years and finally one of them won the competitive advantage. When you think of Cadbury chocolates, you are instantly reminded of the purple packaging, wrapping a mouth-watering bar of chocolate inside it. Cadbury chose this specific colour in in honour of Queen Victoria as it was her favourite colour.

This association of Cadbury chocolates with a shade of purple- Pantone C- dates back to the year when the company selected this particular shade for its chocolates and over the years it became a recognition symbol for its chocolates. In , Cadbury decided to trademark the purple shade of Pantone C so that it would have then encompassed a wider range of confectionery products manufactured under the name of Cadbury.

It filed an application with the UK Trademark Office. But this attempt of Cadbury did not go quite well with its staunch rival, Nestle. Nestle argued that a colour cannot be protected and hence opposed the application of Cadbury. But Cadbury ingeniously denied all the grounds of opposition, citing that the company had used the purple shade of Pantone C as far back as Nestle challenged that, and in won an appeal.

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