Brand Identity

Cadbury have an effective and influential aproach to advertising. This is seen through their logo which mainly consists of a piece of typography, which features a curvy, flowing, white font on a purple background with white liquid like ripples. This together gives the impression that the chocolate they produce will be both milky and creamy,which are desired qualities for chocolate. This is due to the font appearing as if it was created by the ripples in a pool of milk, which is often enforced by the use of a glass and a half of milk being poored into the letters of, either the word cadburys itself or sometimes other words within television adverts or slogan. Cadburys have also in recent years used particular well known songs accompanied by their own comedic yet almost inspiring visuals, in an attempt to encourage the association of feeling good with their brand and product.