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May 21, 2013
Pantone Live / Equinox /
Color within the Workflow
Julian Fernandez
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Introducción
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Introducción
Algunos datos de marketing
! En la jungla que es el Supermercado
es vital para los dueños de las marcas
el poder diferenciarse.
! Esto implica que el producto cause un
impacto pero también que sea
Muchas empresas consideran que el color es el
principal valor en el reconocimiento de una marca
DESAFIO:
Transmitir el valor de una marca en cualquier empaque
o medio
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FOOD & DRINK
Cadbury’s Chocolate Trademarks the Color Purple
A chocolate in any other color wouldn't taste as sweet, the British confectioner says.
By SONIA VAN GILDER COOKE | @svangildercooke | November 21, 2011 |
A chocolate in any other color wouldn’t taste as sweet, the British confectioner says.
The chocolatier, which started swathing its chocolate bars in royal purple wrappers over 100 years ago to honor Queen Victoria, has fought off a challenge from rival Nestlé, which claimed Cadbury should never have been able to trademark the color back in 2008.
The registrar at the UK Intellectual Property Office disagreed, saying the particular shade of purple – pantone 2865c – had a sufficiently “distinctive character” to warrant the trademark.
A Cadbury spokesman said the company was “pleased” with the ruling, given that the distinctive shade of purple is something company employees “jealously guard.” The Birmingham Post reports that overturning the trademark would have “opened the floodgates for rivals, including supermarkets, to use the color on their own-brand chocolate bars.”
(MORE: Bittersweet Deal? Cadbury Accepts Kraft Takeover)
Cadbury’s purple power is not omnipotent, however. The trademark is limited to chocolate bars and drinks, and Nestlé will still be able to sell its purple-hued Quality Street assortments.
Experts say the decision is a “major relief” for Cadbury, ensuring its sweets will remain easily distinguished by children too young to read.
MORE: Naomi Campbell Says Cadbury Ad That Uses Her Name Is Racist
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El chocolate en cualquier otro
color no sabra tan dulce.
La decisión produce “ gran
tranquilidad” a Cadbury al
asegurar que sus dulces
permanecerán fácilmente
reconocidos por niños muy
pequeños para leer.
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DESAFIO:
Transmitir el valor de una marca en cualquier empaque
o medio
Brand
Design
Prepress
Flexo
Litho
Gravure
Manual Color
Evaluation and Refinement
Manual Color
Evaluation and Refinement
Manual Color
Evaluation and Refinement
Resultados
inconsistentes
De la marca a la producción – Situación actual
PANTONE® 7489 C
PANTONE®