Let’s take a look at Cadbury.
As with all of these brands, there’s a lot more that influences both the colour palette and the tone of voice. We’re comparing how the two compliment each other, but by no means are they the only two brand elements that need to align. Brand positioning, the product type, price point, and more all influence a brand’s tone of voice and colour palette.
Cadbury has a rich history, and prides itself on being one of life’s luxuries. Smooth milk chocolate is at the heart of its most popular brand, Dairy Milk. The Dairy Milk brand has been purple since 1920, having previously been pale mauve with red script until then.
Purple represents luxury, royalty, spirituality and wisdom. Does their language reflect that?
For me personally, I don’t think this one is as straightforward. The way Cadbury communicates in its adverts is very fun, silly and down-to-earth. The messaging “there’s a glass and a half in everyone” promotes inclusivity, accessibility to the masses (its target audience) and a sense of humanity and being real. This would usually be associated with bright yellow, or the primary colours as used in Aldi and Lidl’s branding.
Although, there is a sophistication in Cadbury’s adverts in the way that there’s never any pushy sales tactics, just one key story. Whether that’s kids wriggling their eyebrows, a gorilla playing the drums, a dad giving a bar to his daughter, or a little girl buying one for her mum. In this sense, purple is fitting as it’s classy. The lack of language could be seen as sophisticated in itself.
On the website, we see their tone of voice to be very simplistic and again, accessible. Much like you would see on Lidl’s website, it’s to the point. Not necessarily screaming luxury or royalty. Some examples include:
- Fruits. Nuts. And what you’re really here for.
- Sorry, the winning eggs you can’t eat are back. How will you not eat yours?
On this occasion, the other brand assets fit together well. The values and the ad campaigns. The colour and the history of the brand. The tone and the price point and main audience. But the colour palette and tone of voice don’t necessarily compliment each other in the usual way you may expect them to. Cadbury is one of the world’s most successful brands, so it’s clear the two can go against stereotypical norms to make a great brand.