Brand Tone

Ethical & Conscious, Premium & Luxurious, Heritage-Inspired & Modern, Passionate & Purpose-Driven, Approachable & Engaging

Brand Values

• •Sustainability
• •Ethical Sourcing
• •Quality
• •Innovation
• •Transparency
• •Giving Back
• •Heritage

Best Practices

• •Lead with Purpose: Always weave in the 'why' behind the brand – the commitment to sustainability, ethical sourcing, and positive impact – even in product-focused copy.
• •Balance Luxury with Accessibility: While the products are premium, the tone should remain warm and inviting, making the ethical luxury feel attainable and relatable.
• •Highlight Heritage Authentically: Referencing the Cadbury lineage should feel like a genuine part of the brand's DNA and values, not just a marketing tactic. Focus on the shared ethical principles.
• •Be Specific About Impact: Instead of vague claims, use concrete examples like 'For every bar sold, we plant one tree' or 'Palm Oil Free' and 'B Corp Certified.' This builds trust and credibility.
• •Engage and Educate: Use copy to not only sell but also to inform consumers about the importance of ethical chocolate and the positive changes they contribute to with their purchase. This reinforces the 'conscious consumer' aspect of the brand.

Social Perception

A 'Good' Chocolate Company, High Quality & Delicious, Gift-Worthy, Trustworthy & Authentic, Innovative

Copy Examples

• •Headline: Indulge Responsibly. Taste the Difference. Plant a Tree. Body: Experience the exquisite flavour of our single-origin Colombian chocolate, knowing that every bar helps reforest our planet. Luxury chocolate with a conscience. That’s Love Cocoa.
• •Social Media Post (Image: Beautifully wrapped chocolate bar next to a sapling): Caption: More than just chocolate. It’s a promise. A promise of richer flavours, ethically sourced cacao, and a greener tomorrow, one tree at a time. Join our mission to make the world a sweeter, more sustainable place. #LoveCocoa #EthicalChocolate #PlantATree #SustainableLuxury
• •Product Description (for a new dark chocolate bar): Title: Midnight Velvet: 85% Colombian Dark Chocolate – A Bold Embrace Description: Unearth the intense, complex notes of our darkest chocolate yet. Crafted with ethically sourced Colombian cacao, this vegan bar is a testament to pure, unadulterated flavour and our commitment to the planet. Savour the richness, empower communities, and champion sustainability with every bite.
• •Email Subject Line: A Gift That Grows: Share the Love (and Plant a Forest!) Email Body Snippet: Looking for a gift that truly gives back? Our luxurious chocolate selections not only delight the senses but also contribute to vital reforestation projects. Inspired by a legacy of doing good, we’re crafting the future of chocolate – ethically, sustainably, deliciously.
• •Website Banner: From the Cadbury Heritage to Your Home: Chocolate That Cares. Sub-text: Discover James Cadbury's vision for a modern chocolate experience – blending time-honoured quality with a passion for the people and planet behind every bar.