Editing Cadbury (section)

==Advertising==
[[File:Cadbury World sign, Bournville.JPG|thumb|left|225px|The signature logo as displayed at [[Cadbury World]] in Bournville, England. In 1905 the company chose purple as it was [[Queen Victoria]]'s favourite colour.]]

The Cadbury script logo is derived from the signature of [[William Adlington Barrow Cadbury|William Cadbury]], the founder's grandson, in 1921.<ref name="Cadbury269">{{cite book |last=Cadbury |first=Deborah |title=Chocolate Wars: The 150-Year Rivalry Between the World's Greatest Chocolate Makers |url=https://archive.org/details/isbn_9781586488208 |url-access=registration |year=2010 |publisher=PublicAffairs |isbn=978-1-58648-925-0 |pages=[https://archive.org/details/isbn_9781586488208/page/269 269–70]}}</ref> It was adopted as the worldwide logo in the 1970s.<ref name="Cadbury269" /> Adopting [[purple]] as the company's colour in 1905 to honour [[Queen Victoria]] who had died four years prior,<ref>{{cite news |title=Chocolate wars break out over the colour purple |url=https://www.telegraph.co.uk/news/2019/02/02/chocolate-wars-break-colour-purple/ |access-date=5 August 2019 |work=The Telegraph |archive-date=5 August 2019 |archive-url=https://web.archive.org/web/20190805123412/https://www.telegraph.co.uk/news/2019/02/02/chocolate-wars-break-colour-purple/ |url-status=live }}</ref> Cadbury famously trademarked purple for chocolates with registrations in 1995<ref>[https://www.ipo.gov.uk/tmcase/Results/1/UK0002020876A?legacySearch=False "Trade mark number UK0002020876A"] {{Webarchive|url=https://web.archive.org/web/20221031205803/https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK0002020876A?legacySearch=False |date=31 October 2022 }}. Intellectual Property Office.</ref> and 2004.<ref>{{cite web |url=https://www.ipo.gov.uk/tmcase/Results/1/UK00002376879?legacySearch=False |title=Intellectual Property Office – By number results |work=ipo.gov.uk |access-date=14 April 2017}}</ref> However, the validity of these trademarks is the matter of an ongoing legal dispute following objections by [[Nestlé]].<ref>{{cite web |url=http://www.confectionerynews.com/Manufacturers/Cadbury-suffers-blow-in-latest-Nestle-battle-over-the-color-purple |title=Cadbury left black & blue in latest Nestlé battle over the color purple |last=ConfectioneryNews.com |date=19 April 2016 |access-date=14 April 2017 |archive-date=8 March 2017 |archive-url=https://web.archive.org/web/20170308171257/http://www.confectionerynews.com/Manufacturers/Cadbury-suffers-blow-in-latest-Nestle-battle-over-the-color-purple |url-status=live }}</ref><ref>{{cite web |url=http://www.azrights.com/media/news-and-media/blog/branding/2016/04/high-court-rules-cadburys-purple-trade-mark-is-not-a-series-mark/ |title=High Court rules against Cadbury in purple trade mark appeal |date=20 April 2016 |work=azrights.com |access-date=14 April 2017 |archive-date=25 March 2017 |archive-url=https://web.archive.org/web/20170325202531/http://www.azrights.com/media/news-and-media/blog/branding/2016/04/high-court-rules-cadburys-purple-trade-mark-is-not-a-series-mark/ |url-status=live }}</ref>

In 1928, Cadbury's introduced the "glass and a half" [[advertising slogan|slogan]] to accompany the [[Cadbury Dairy Milk]] bar, to advertise the bar's higher milk content.<ref name="slogan">{{cite web|url=http://www.cadbury.co.uk/cadburyandchocolate/ourstory/Pages/OurstoryDetail.aspx?estment |title=begins in Cadbury Dairy Milk ads |archiveurl=https://web.archive.org/web/20110716221802/http://www.cadbury.co.uk/cadburyandchocolate/ourstory/Pages/OurstoryDetail.aspx?estment |archivedate=16 July 2011 |website=Cadbury plc website |accessdate= 5 November 2023}}</ref> The [[Cadbury Creme Egg|Creme Egg]] slogan, "How do you eat yours?", inviting people to think about how they eat their eggs, was introduced in 1985.<ref name="Creme eggs"/> The brand has used immersive experiential marketing campaigns which include a Double Decker fun bus, Joy Generator machine and pop-up cafes.<ref>{{cite web |title=How Cadbury is using experiential marketing to delight consumers |url=https://econsultancy.com/how-cadbury-is-using-experiential-marketing-to-delight-consumers/ |url-status=live |website=econsultancy.com |date=3 October 2016 |access-date=16 March 2021 |archive-url=https://web.archive.org/web/20200807213316/https://econsultancy.com/how-cadbury-is-using-experiential-marketing-to-delight-consumers/ |archive-date=7 August 2020}}</ref> Cadbury has had famous names on their products, such as a [[Paddington Bear]]-branded chocolate bar in 1977,<ref>{{cite book |title=Retail Business, Issues 227–238 |date=1977 |publisher=Economist Intelligence Unit Limited |page=35}}</ref> and [[Spice Girls]]-branded chocolate (chocolate bars, [[selection box]]es, Easter Eggs) at the height of their 1990s success.<ref>{{cite web |title=Cadbury plans Spice Girls range |url=https://www.marketingweek.com/cadbury-plans-spice-girls-range/ |access-date=4 April 2021 |work=Marketing Week |date=2 October 1997 |archive-date=22 February 2021 |archive-url=https://web.archive.org/web/20210222101526/https://www.marketingweek.com/cadbury-plans-spice-girls-range/ |url-status=live }}</ref><ref>{{cite news |title=15 of the best Spice Girl products ever |url=https://www.glamourmagazine.co.uk/gallery/spice-girls-memorabilia-collectables-merchandise |access-date=19 January 2020 |magazine=[[Glamour (magazine)|Glamour]] |archive-date=27 July 2020 |archive-url=https://web.archive.org/web/20200727064041/https://www.glamourmagazine.co.uk/gallery/spice-girls-memorabilia-collectables-merchandise |url-status=live }}</ref>

[[File:Cadbury ad 1890 isdn.jpg|thumb|upright|1890 advertisement in the British weekly ''[[Illustrated Sporting and Dramatic News]]'']]
Four commercials for Cadbury products on British television featured in the top 50 of [[Channel 4]]'s 2000 UK poll of the "[[The 100 Greatest TV Ads|100 Greatest Adverts]]".  [[Cadbury Flake]], featuring Flake Girl from 1959 onward, was ranked 26th, [[Cadbury Dairy Milk Fruit & Nut]], featuring the slogan "Everyone's a fruit and nutcase" from 1977 onward, sung by comedian [[Frank Muir]], ranked 36th, [[Fry's Turkish Delight]], with the slogan "Full of Eastern Promise" from 1957 onward, which included model [[Jane Lumb]], ranked 37th, and [[Cadbury Milk Tray]] (which since 1968 has been advertised by the 'Milk Tray Man', a tough [[James Bond]]–style figure who undertakes daunting 'raids' to secretively deliver a box of Milk Tray chocolates to a lady),<ref>{{cite news |title=As Cadbury's Milk Tray Man returns, which other TV ad characters are ripe for a makeover? |url=https://www.telegraph.co.uk/finance/picture-galleries/11921585/As-Cadburys-Milk-Tray-Man-returns-which-other-TV-ad-characters-are-ripe-for-a-makeover.html |access-date=7 August 2019 |work=The Telegraph |archive-date=7 August 2019 |archive-url=https://web.archive.org/web/20190807090359/https://www.telegraph.co.uk/finance/picture-galleries/11921585/As-Cadburys-Milk-Tray-Man-returns-which-other-TV-ad-characters-are-ripe-for-a-makeover.html |url-status=live }}</ref> the "Avalanche" advert where he races ahead of it to deliver the chocolates, ranked 48th.<ref>{{cite web |url=http://www.channel4.com/entertainment/greatest_ads/ |title=The 100 Greatest TV Ads |year=2000 |publisher=[[Channel 4]] |location=London |archive-url=https://web.archive.org/web/20010618095141/http://www.channel4.com/entertainment/greatest_ads/ |archive-date=18 June 2001 |url-status=dead |access-date=5 August 2019}}</ref> The 2007 ''[[Gorilla (advertisement)|Gorilla]]'' television commercial promoting Cadbury Dairy Milk – featuring [[Phil Collins]] "[[In the Air Tonight]]" – won numerous awards, including Gold at the [[British Television Advertising Awards]] in 2008.<ref>{{cite news |title=Drumming gorilla beats ad rivals |url=https://www.theguardian.com/media/2008/mar/13/advertising.television1 |access-date=5 August 2019 |newspaper=[[The Guardian]] |archive-date=5 August 2019 |archive-url=https://web.archive.org/web/20190805122736/https://www.theguardian.com/media/2008/mar/13/advertising.television1 |url-status=live }}</ref>

Every year Cadbury also launches a Secret Santa campaign which features offline and online advertisements. The brand also tours the UK's major cities encouraging people to anonymously give their loved ones a free chocolate bar.<ref>{{cite web |title=Cadbury urges consumers to 'follow their generous instinct' in Secret Santa-themed ad |date=9 November 2018 |url=https://www.marketingweek.com/cadbury-secret-santa-themed-ad/ |url-status=live |access-date=16 March 2021 |archive-url=https://web.archive.org/web/20201024144838/https://www.marketingweek.com/cadbury-secret-santa-themed-ad/ |archive-date=24 October 2020 |magazine=Marketing Week}}</ref> Cadbury has specifically designed booths for the occasion but in 2020 due to the [[COVID-19 pandemic]] the campaign was done virtually.<ref>{{cite web |title=Cadbury's Secret Santa Is Back Giving Away Free Chocolate Bars |url=https://www.delish.com/uk/food-news/a34769273/cadbury-secret-santa/ |url-status=live |access-date=16 March 2021 |archive-url=https://web.archive.org/web/20201124112037/https://www.delish.com/uk/food-news/a34769273/cadbury-secret-santa/ |archive-date=24 November 2020}}</ref>