Defining brands through colours

So the world appears that little bit more familiar with the Pantone brand, particularly one of its colours.

In isolation, Pantone 2685C is a flat, one-dimensional purple Pantone chip, however, this doesn’t do it justice. Add to it, ‘Dairy Milk’ written in a white upper case font, a glass and a half of milk illustration and the cursive letters of ‘Cadbury’ and the colour becomes an unmistakable brand signature for one of the oldest confectionery makers in the world.

The colour is also in demand, having been the subject of a legal battle between two of the world’s largest confectionery makers, Cadbury and Nestlé.

Last year, Cadbury was granted exclusive use of  the colour; however, the ruling was later overturned. In affect this means that Nestlé or any other chocolate or candy maker could package products using the same shade of purple.

Given that Cadbury has used this colour for over a century, you can understand why they tried to protect the colour and why they are disappointed with the ruling. Other brands have successfully trademarked their signature colour; Post-it (canary yellow), Barbie (pink) and UPS (brown) have all protected their territory.

The legal fight is likely to rumble on, but the news highlights the importance of colour, especially for FMCG brands where purchases are often impulse driven. Cadbury has established an almost elemental relationship with the colour; a tremendous amount of discipline, time and money has been invested to establish this level of recognition.

At the point of purchase the colour acts as a short cut between consumer and brand, especially when you consider that it is used across multiple formats and variants. This helps Cadbury own the category, for many consumers purple is chocolate.

Whilst competitors compete with individual brands, Cadbury has the advantage of being able to power block the shelves. Purple also provides a tool from which a rich visual world of Cadbury can be created and extended in to branded environments and digital communications. A uniquely deep emotional connection has been established.

Whilst the colour has great historic relevance, Cadbury’s dependence on it hasn’t inhibited innovation and progression. Whilst the brand’s architecture is consistent it flexes enough to allow for new and exciting product launches like Marvelous Creations. The packaging for Marvelous Creations draws on the heritage of Cadbury but is layered with its own quirky personality. It is the same brand, but playing a different tune.

Given the ‘power of purple’ and its resonance in the confectionery category, some brands may be tempted to encroach on Cadbury’s visual territory, but it is unlikely. A step in this direction at best would appear to be a spoiling tactic, but ultimately Cadbury’s investment over the years has delivered a return - complete colour ownership. ‘Me too’ type activity might appeal to own brands or private labels who want to quickly establish a sense of belonging within the category so that they fit in, but they are unlikely to gain real traction.

While in the eyes of the law, Pantone 2685C can’t currently be owned by Cadbury, in the eyes of the consumer they already possess it, and it is synonymous with an entire category rather than just their brand.

Dominic Twyford is the client director at Landor Associates.