Many of us love beautiful stories that inspire and delight. Successful companies know this. So, behind every successful brand there is a legend – Brand Story. It’s the emotional halo of the product. Legend breaks the label of “advertising,” engages the audience, and evokes empathy. The consumer doesn’t protect themselves from the story like intrusive advertising, they absorb it. A quality legend can increase company loyalty and sales. Let’s lift the veil and dive into the amazing legends.
KOLORO branding agency will develop a beautiful legend for your company.
1. Chupa-Chups
This brand originated in Spain in 1958 from Granja Asturias. The business owner made a risky decision – he removed more than 200 types of candy from production, leaving only the lollipop on a stick. The candy was originally on a wooden stick and later on a plastic stick. At the time, no one was making caramel candy specifically for children. The lollipop became popular very quickly due to the fact that you could eat it and not get your hands dirty.
The name has undergone a change. The candy was originally called Chups, but the commercial used a song with the lines “Chupa, chupa, chupa Chups”. It was quickly picked up by children around the world, which is how the name expanded.
Evolution of the logo
But the logo of the product was drawn by an eccentric artist – Salvador Dali. He was the one who suggested placing the logo at the top of the candy rather than on the side. This made it possible not to distort the shape and the name was always readable. The design of the packaging was successful: in 1969, the logo in the form of a flower appeared, which is known all over the world.
A logo by Salvador Dali.
In 1988, the logo changed slightly, but the concept remained the same. The chamomile became more colorful and was brought to a uniform style.
Logo after 1988
There was a legend at one time that Dali worked for free. However, it was quickly demolished thanks to the factory owner. He often complained that the logos cost a lot of money. It is rumored that Salvador Dalí requested regular deliveries of a box of Chupa-Chups in addition to his honorarium.
By the end of the 20th century, the Chupa Chups lollipop had fallen victim to the sexual revolution. It evoked ambivalent associations in the public, which the manufacturers played on by releasing provocative advertisements.
2. Milky Way
This is the first chocolate bar from the world famous Mars company. The business was founded by Franklin Mars and his wife Ethel in 1911. The kitchen in their home became a candy shop, and the window served as a counter. It wasn’t until 1923 that all of America saw Milky Way candy bars.
The first package of Milky Way candy
There is a legend as to how the idea for the brand came about. The chocolate bars were sold by weight and melted very quickly in your hands. Then Mars came up with the idea of producing candy bars in a foil wrapper. It was a unique decision. Even the commercial reinforced this feature of the product. The commercial showed a fat kid who didn’t drown after a shipwreck thanks to eating a few Milky Way bars.
Milky Way’s modern packaging
3. Kinder Surprise
The legend of this brand is built on Italian vitality and dedication. The chocolate egg with a surprise was invented by Giovanni Ferrero, the brother of Ferrero’s founder. He developed a brand at the age of 24 that is beloved by children all over the world.
The manufacturer was inspired by traditional Italian Easter sweets to create chocolate eggs with a toy. Parents would bake an egg-shaped cake for the children and put a toy inside.
Development has begun. The toys were created by Swiss designer Henry Roth. The first Kinder Surprises appeared in 1972 and were sold out in minutes. The brand was shrouded in magic, in enchantment. People all over the world bought the dessert for the sake of collections. Over the years, the brand has produced molded plastic figures and prefabricated ones. The most interesting, however, are the iron figures.
4. Kit-Kat
Kit-Kat is a famous chocolate bar from Nestle.
The brand was created by the Rowntree Chocolate Company in 1935. The sweetness at first resembled a small bar of chocolate. The classic version, in which the bar consists of 4 chocolate strips, didn’t appear until a year later.
The candy bar was named KitKat Chocolate Crisp. According to legend, the candy bar may have been named after the KitKat Club, which was popular in the 18th century. The club included key politicians, writers and artists. Guests gathered at Christopher Catling’s candy store. Visitors called the owner of the house “Kit Kat” (short for first and last name)
In 1989, the Rowntree Factory was bought out by the Nestle Group. The popularity of the bars grew, and in 2003, the manufacturer began producing several types of KitKat. However, the exotic flavors only brought losses to the brand. It was decided to go back to the classic version.
They started using the slogan – “Take a break, eat a KitKat” – in their advertising campaigns.
Interesting fact, if you put the chocolate bars that were made in 5 minutes, one on top of the other, their height is comparable to the Eiffel Tower.
5. Nutella
The famous Nutella chocolate and nut paste is produced by the Ferrero Group. Legend has it that the sweetness came about by accident.
In 1946, the world saw a soft chocolate bar that consisted of roasted crushed hazelnuts and cocoa butter. It was called “Gianduja” and came in the form of small briquettes wrapped in thin foil. Italian housewives sliced the loaf and smeared it on bread.
One day, Pietro Ferrero received an order from the mayor’s office for a large shipment. Together with the helpers, they prepared the bars and went to bed. It was sweltering hot outside. In the morning, it turned out that the entire batch had melted. However, in Pietro’s head came a brilliant idea, how not to lose a very modest profit and not fall into the mud. He asked his wife to spread the melted paste on fresh slices of bread. The townspeople loved the treat and the story of the Nutella brand began.
Branding agency KOLORO will develop a concept of brand promotion and create a unique legend.
What does a legend consist of?
The legend is sure to include the brand’s mission and values, product benefits, and customer benefit. There are such models of formation of the brand’s legend:
- From the life of a consumer. A Brand Story describes a product consumption situation that is familiar to its target audience. For example, mom doesn’t have time to make dessert for dinner and she gets the idea to create biscuits to replace homemade baked goods.
- Real story. A situation about the brand that actually took place is recounted. Story can be the key message of the entire brand positioning.
- Lifestyle. The emphasis of the legend is on the lifestyle of the target audience. For example, quick breakfasts are most often advertised by women who have spry children growing up. And cereal is the perfect quick and healthy breakfast option.
- Fantasy situation. It is based on a situation that is impossible in real life. For example, M&M’s characters live full lives: going out to visit, watching TV, and mastering hobbies, despite the fact that they are chocolates.
- Mood. A legend can evoke strong positive emotions and feelings: love, tenderness, delight. It is worth remembering the positioning of the Raffaello brand. In all commercials, activities, the emphasis is on pure, sublime love, anything before the first kiss is brand territory.
- Symbolic hero. Let’s remember Barney Bear. The biscuit is in the form of a character that children have come to love.
- Focus on technology. The emphasis is on the technology of the product. For example, Kinder Milk Slice has 90% natural milk and the bar should be stored in the refrigerator.
- Scientific Data. Here’s how the history of cereal that contains calcium, growth vitamins and it’s scientifically proven.
Some sweet brand legends are world famous. Young companies can take an example from global manufacturers. Someone bases the legend on real factors, someone skillfully composes it. It may appeal to emotional (character, mood, fictional situation) or rational factors (technology, quality), but a legend is a must.
KOLORO branding agency will create a successful brand and develop a legend that the whole world will remember!
