Chances are if you think of Easter, you’re also going to think of chocolate eggs and bunnies. These chocolate treats have become such an integral part of many family Easter celebrations that the two are almost inseparable, particularly in advertisements. If you see a chocolate egg, chances are Easter immediately pops into your head – as do several major candy companies. Reeses, Hershey’s, and one of the biggest, Cadbury.
In fact, Cadbury has become so synonymous with Easter chocolate candy that they dominate over 50% the Easter egg market. That’s the kind of Easter branding success that any company wants to emulate. So how’d they get here?
Eggs have been a part of Easter celebrations for centuries, hard-boiled and decorated as gifts for children on Easter Sunday. Egg-shaped toys became popular in the 17th and 18th centuries, and the first chocolate Easter eggs were made in Germany in the early 19th century. However, Cadbury didn’t make their first chocolate Easter eggs until 1875. Once they started though, they kept developing their Easter brand and pushing it forward. By the early 1900’s they were decorating their eggs, and their first version of their now-famous Creme Egg was first created in 1923. They also built new production techniques and the cardboard carton-style egg packaging that enabled them to both display the eggs and protect them. They developed specially branded eggs for children in the 1960s and 1970s, which allowed the brand to continue to thrive in the Easter candy market throughout the next several decades. Cadbury is now one of the biggest companies in the entire Easter candy industry, with over 500 million of their Cadbury Creme Eggs sold every year.
So what can an entrepreneur take away from Cadbury’s branding success?
1. Establish your history and expertise in the industry
Although you probably don’t have as extensive a history as Cadbury does, you do have your own history in your industry. Potential customers and clients need to be able to trust you, especially since your brand isn’t as recognizable as a well-established company. Providing customer testimonials and even including your brief history on your website can help build your brand and establish credibility.
2. Make your brand accessible
Cadbury helped the Easter egg market explode in the 1980s and 1990s by developing child-friendly packaging and products that were available for a reasonable price. Whatever industry you’re in, you can look for ways to make your product and brand more accessible to all customers, not just insiders or clients who can pay top dollar. By diversifying your brand and offering different products, you can create opportunities to find new clients.
3. Figure out what makes you unique, and put that at the forefront of your brand.
Although many candy companies now make chocolate Easter eggs, Cadbury remains the biggest brand in the market. Part of this is because of the Cadbury Creme Egg. The Creme egg, which has a white creme fondant and a yellow fondant “yolk”, is unique among all the other Easter eggs. This variety of Cadbury egg is definitely at the forefront of the entire brand and makes up a large portion of their yearly sales. As an entrepreneur, you also need to figure out what makes you unique in your industry. Although you may provide similar services or products as others, if you find that one thing that differentiates you from your competition, you’ve already got the key ingredient to your brand.
Now, go do some “research” and enjoy some delicious Easter candy!
Photo Credit goes to DailyMall.co.uk and Advertolog.com.