Those working in marketing are quite familiar with the relentless pursuit of market share, brand awareness, conversion rates, and the list of metrics goes on… Yet, amidst all of these metrics, there are some that are particularly interesting such as the race for claiming association with specific occasions, shapes or even colors.
Let me refer to some familiar examples: Consider the clash of brands competing for association with particular occasions. Kit-Kat claims the “break occasion,” while Coca-Cola stakes its claim on the “meals together occasion.” Then there’s the struggle for dominance in the realm of colors. Mondelez, with its iconic Milka brand, champions the color purple, while Reckitt Benckiser endeavors to be synonymous with pink with their Vanish brand. Lastly there is also the battle for recognition based on shapes. When one thinks of the egg shape, Kinder reigns supreme as the most closely associated brand.
So if you consider the Easter occasion, the imagery of eggs is top of mind… and the egg-shape is traditionally owned by Kinder. What would you do if you were Mondelez, and color purple is your strong asset?
This pursuit of association gave rise to a stroke of genius in packaging.
I noticed this ingenious packaging of Mondelez’s chocolate eggs breaking the clutter in shelves, simply by nesting their chocolate eggs in an iconic purple carton (yes the one that real chicken eggs are sold in). In one shot Mondelez asserted ownership over not just the color purple, but also the iconic egg shape and hence the Easter occasion itself. Great move!
Happy Easter to all the witty people out there!
marketlikes 
Great way to highlight the strategic importance of associations in Marketing! It is, after all, the best way to turn differentiation into a key driver for competitive advantage. I would only add that to capitalize on the situation, they should maintain consistency across all marketing channels to reinforce brand associations. Whether it’s through packaging, advertising campaigns, social media presence, or experiential marketing, consistent messaging and imagery help solidify brand identity in the minds of consumers.
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Indeed Vageli! BTW I think that they are already doing a good job in maintaining consistency 🙂
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Thank you for your input Kostas! I value your perspective on the brand’s consistency across different marketing channels. In my recent research though, I took a closer look at the company’s social media presence but didn’t find substantial evidence of consistent use of their innovative packaging. It’s possible there might be additional factors at play or nuances worth considering, or even that they want to push further on the off-trade channels. What do you think? 🙂
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Milka purple is all over the place on their instagram. However different markets may decide to launch or not launch seasonal packages. My understanding is that it all comes down to a commercial decision per country, that’s why you may not encounter this SKU in other markets.
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I totally agree with you about the purple colour! It’s the egg case that I haven’t seen somewhere in DE social media 😝, that’s why I refrain from taking a stand about off-trade activations abroad.
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