A brand which I think needs real recognition in light of recent events, is Cadbury. The rejection of the £9.8bn hostile takeover bid by Kraft, has shown a strong unity between its shareholders and its own values. It’s also a story which attracted a strong emotional response from Britons, attracting 61 comments on the Guardian’s site.
‘But is that all?’ I hear you ask… well no, there is more.
Cadbury’s achievements go beyond the shareholder moral fibre. People love it for its national heritage and its strong values. I love it for not being afraid to embrace new ideas and new technology. In doing so, Cadbury has survived the transitions of consumers’ lifestyles, in particular the development of the internet and a growing awareness of fair-trade, which have left traditional FMCG brands trailing far behind.
Why purple is best.
With the refreshingly different ads it released in collaboration with Fallon creative director Juan Cabral over the past 2 years, such as the ‘Gorilla’ viral back in 2007, Cadbury’s not been afraid to be creative. Nor has Cadbury shied away from creatively engaging with its consumers. The reintroduction of Wispa, after demand from 14,000 Facebook users, led the way in openly involving and interacting with consumers in their brand. It demonstrated an original response and a precocious understanding that the internet is redressing the power-balance between brands and consumers. Now pushing the brand further with the ‘Cocoa Partnership’, donating 70% of funds to improve the lives of farmers, its clear that Cadbury is a brand which isn’t afraid to move and question itself on a huge scale.
Cadbury has rightly gained its position as one of the nation’s best loved brands. If it stays this way, Kraft keep at bay, and it keeps its factories in Britain, Cadbury’s future as a best love brand is secured. However, despite its merits, the clouds still remain over the future.
For now though, this is one happy customer!