...belongs to Cadbury's apparently, well at least if it's Pantone 2685C that is. Freakily, I mentioned this purple in todays' PR tutorial and pointed to its use in Cadbury's comms (whether a drumming gorilla or an eyebrow dancing duo, and ads and packaging since 1914) as shorthand for the brand.
So it was a great bit of PR for Cadbury this week as they and Nestle fought it out in court - Cadbury's succeeding in stopping Nestle piggy-backing the brand by using the exact shade on their Wonka products.
Read about it in the
Telegraph,
Guardian and
Marketing. However remember that the first brand to trademark their shade of purple was Silk Cut, the cigarette brand, who perhaps were the most successful brand ever to use a colour. In the run up to the 1990s ban on branded cigarette advertising in the UK they ran a slick campaign of ads featuring silk, in their distinctive purple, slashed with a simple cut. After the ban the ads continued to run without branding yet proved indelibly recognisable. Great marketing, whatever you think of the product.
Read about it in the Telegraph, Guardian and Marketing. However remember that the first brand to trademark their shade of purple was Silk Cut, the cigarette brand, who perhaps were the most successful brand ever to use a colour. In the run up to the 1990s ban on branded cigarette advertising in the UK they ran a slick campaign of ads featuring silk, in their distinctive purple, slashed with a simple cut. After the ban the ads continued to run without branding yet proved indelibly recognisable. Great marketing, whatever you think of the product.
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