My favourite colour purple. Hi-jacked by Kraft as a trade mark for Cadbury…
well at least in certain areas of chocolate.
And the Meaningful Chocolate Co. of Warrington has had to move from purple for it’s faith based chocolate range. Apparently pantone 2685c is too close to advent purple.
They’re now planning warm red wrappers and stickers. Warm Red? Surely that’s owned by Kitkat, or is it Coke?
Where does it end? Well in the case of Cadbury use of purple has occurred over many years and you can understand their want to own and protect it. But such design alignment is based on product and range and not on the customer journey.
Pantone 2685c dominates the design thinking so much that the new Bubbles bar hit £10m sales in just a couple of months. Great proof as to the power of purple?
Not quite. The gains loss analysis will show their source of business is other pantone 2685c wrapped chocolate. Cannibalization at it’s best.
Competitive design has to come from being aligned to the customer journey – not just a brand architecture design model. I can see it now, the family tree with all the variants mapped out to show their purple lineage and shelf stand out. We own this, Mars own that, Nestle the other. Where is the customer journey in that thinking? How do you take
share? Understand the customer journey and you take share from the competition not your own portfolio.
I’ve heard it said that Kraft buy brands they don’t build them. A bit harsh, but if they do,
we now know why.
Pantone 2685c. I’ll miss you. Goodbye from my chocolate wrapper design palette – I shall go now, to my local CTN, and lighten my loss with a bar of chocolate…Aero I think!