By John Bradley
'Cadbury's pink Reign' tells the in-depth tale and definitive historical past of the Cadbury model, and the way it got here to be the world's pre-eminent chocolate brand.
summary: 'Cadbury's pink Reign' tells the in-depth tale and definitive heritage of the Cadbury model, and the way it got here to be the world's pre-eminent chocolate model
Read or Download Cadbury's purple reign : the story behind chocolate's best-loved brand PDF
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Additional info for Cadbury's purple reign : the story behind chocolate's best-loved brand
Dropping the references to chemicals was the easy part; where it got tricky was in how to sell the 28 Cadbury’s Purple Reign: The Story Behind Chocolate’s Best-Loved Brand beneﬁts of the one without denigrating the other. The more they trumpeted Cocoa Essence as being pure, the more they begged the question as to what exactly went into Bournville Cocoa. Equally, by raising the proﬁle of Bournville Cocoa’s superior taste, the more they highlighted the bitterness of Cocoa Essence. This issue would still be exercising the collective minds of the travellers as late as 1911, when a proposed advertisement showing the two together was given the thumbs down as it seemed only to suggest that Cocoa Essence had no ﬂavour and Bournville Cocoa no purity.
32 Cadbury’s Purple Reign: The Story Behind Chocolate’s Best-Loved Brand Raising the Bar But a drink only scratched the surface of the potential that could result from combining milk with cocoa. It had long been realised that by having a delicious chocolate product in bar form, the consumer would be freed from the constraints of necessitating a kettle, heat supply, cups etc. to partake in the category. As a bar, the product would be both portable and ready to eat; this would open up a volume opportunity far greater than the market for cocoa beverages.
There was not so much a deﬁnitive product as an overall class of products whose appeal resided in their diversity of individual chocolates, and a romantic, almost exotic imagery that more often than not was more important than the product. ’ The ﬁrst initiative to move the Cadbury name upscale was the opening of a depot in Paris. The goal was not so much to sell large 40 Cadbury’s Purple Reign: The Story Behind Chocolate’s Best-Loved Brand itself up by the bootstraps with the launch of Cocoa Essence, Richard Cadbury had hit on a unique notion for increasing the appeal of chocolate boxes.