August 17, 2021

Our emotional connection to chocolate

Author:
Julian Dailly, EVP
Cadbury has managed to stay indefinitely relevant, to the extent that we literally have both a physical and emotional connection to the 200-year-old British band.

The Cadbury brand is synonymous with giving chocolate as a gesture of love and gratitude.

The boy on the bus offering an upset girl a piece of his Cadbury Dairy Milk in last year’s TV spot encapsulated just why Cadbury is such a well-loved brand.

Rather than being product-led, Cadbury’s modus operandi has a razor-sharp focus on the emotional associations with its chocolate,

highlighting there’s ‘a glass and a half of generosity and kindness in everyone’.


It doesn’t really matter whether the chocolate was Dairy Milk – or indeed Cadbury.

What’s more is that the Cadbury brand is synonymous with giving chocolate as a gesture of love and gratitude.

It’s this that explains why Cadbury, sits in overall third place on our 2021 Brand Love Top 10, just behind lockdown essentials: Amazon and Netflix.

And why it scores so highly across all age groups and genders.

Cadbury has managed to stay indefinitely relevant, to the extent that we literally have both a physical and emotional connection to the 200-year-old British band.

Its defining taste, emotive advertising and place in British culture produces consumer love that’s hard to beat.

It wasn’t the only confectionary brand to make it onto our overall Top 100. Those that score particularly highly include: Maltesers, Magnum, Galaxy and Lindt.

 

Mars-owned Maltesers has done well to differentiate itself as ‘a lighter way to enjoy chocolate’.

Together with a light hearted, yet socially aware and inclusive advertising strategy, it attracts elevated consumer brand love as a result.

The common brand love ingredient for all the chocolate brands within our rankings however, is simplicity.

Sticking with the great taste of chocolate, without adding nuts, mint or other extras that polarise consumer opinion, is as tried and tested a way to our hearts, as a simple act of human kindness.

To download The Top 100 Most Loved Brands 2021 report, click here.


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