Cadbury's Purple Reign

Purple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred manner account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. The author describes how, overseas the brand has triumphed in Commonwealth markets but struggled to make the same impact elsewhere. It is a story of endurance, where, in the UK, Cadbury is a clear market leader once again, not having suffered the fate of other pioneer brands, such as Sunlight Soap and Camp Coffee Essence, which remain in our hearts but not often in our shopping baskets.

This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets:
- Putting product quality at the heart of the brand.
- Vertical integration to control all aspects of quality.
- Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth
- Industry consolidation via mergers and acquisitions to cement critical mass.
- A radical approach to harnessing the potential of its workforce to create the most effectively run company in Britain
- The virtuous circle of economies of scale which slashed prices and brought chocolate to the masses
- Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts.

The Cadbury story is one of ground-breaking new approaches to business and a willingness time and again to reinvent themselves. Their focus on quality ahead of everything else built an iconic and enduring relationship with their consumers around the globe.

Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world's most iconic brands. These insights will help any consumer business that aspire to build longevity for their brand with lessons on how to better endear itself to consumers, and how to turn that relationship into profitable sales.