As a young kid, I was raised on Cadbury Chocolate and somehow it has played a part throughout my life, but what I remember so vividly was the color of the package, you just knew automatically that it was a Cadbury chocolate. I didn't know anything about branding in those days, but I did know what the color purple meant, before Prince made it something else!

When I was 11, Cadbury reared it's purple head again, as my parents purchased a Mom & Pop store, which of course stocked and sold Cadbury Chocolate in the familiar Purple wrapper, and I ate my share.

Here's a picture of that store:

I started my US marketing agency and would you believe it, we managed after a great deal of effort to get the, yes you have guessed it, the Cadbury promotional marketing account and those purple wrappers were in my life again.

Today I live on a road where Mr Purple (Prince) is a neighbor.

So when I heard that Cadbury was going to court to protect it's color purple, in my mind in was a "no-brainer". But apparently the British Courts do not see it that way and they cannot protect the color Pantone 2685C (their distinctive purple) that it has used on its Dairy Milk bars and other candies since the beginning of the 1900's.

I was shocked, so it goes to show you that brand protection is of the utmost importance, you have to make sure you do it in a distinctive manner that cannot be copied in any way. Think about this, the Hertz yellow, the Coke Red, the IBM blue, these colors are so distinctive and relate only to those brands, but that's not good enough, so be aware and protect yourselves in other ways than color!

Jack Sims  -  www.jacksims.com – info@jacksims.com  

Copyright Jack Sims 2013

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