As the Kraft takeover of Cadbury loomed larger, a significant portion of the British nation became outraged. Initially I was a bit surprised that ordinary people should care so much. Particularly at a time when mergers and acquisitions are commonplace.

It made me ask myself what it is that makes some home grown brands so incredibly powerful. So powerful that people can’t imagine them changing in any fundamental way, and certainly not disappearing forever. It occurred to me that everyone has a brand or even several brands that have been part of their lives since childhood. Brands that give them comfort, warmth and a sense of security; brands they don’t want to give up -even if they move halfway round the world. When I moved from Germany to Canada, I really missed my favourite German confectionery brands. I couldn’t anticipate surviving the freezing cold of the Rocky Mountains without my Haribo Gold Bears.  So, in the end, I must admit that whenever I flew back to Germany for Christmas I bought enough to last me for several months.

Even to this day, every time I see a bag of Haribo Gold Bears I am reminded of home, of my wonderful childhood memories that are intrinsically linked to the brand. It’s a brand from my home country with a long tradition. In fact, I consider it a little piece of home.

Thinking about my much-loved Gold Bears, I came to understand why so many British people reacted so negatively to the news of the acquisition. Cadbury is truly British and people in this country grew up with Cadbury Dairy Milk, a part of their lives that gives them comfort wherever they are. Some brands are so irreplaceable in people’s hearts and minds and they wouldn’t be what they are if they lost touch with the original founders’ beliefs and vision. Tradition is what makes these brands so powerful- any company contemplating buying them ignores that heritage at their cost.

Last 5 posts by Diana

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