Whittaker’s hold All Blacks to a draw
The All Blacks have drawn again, but this time with Whittaker’s chocolate.
The Porirua chocolate company has tied with the national rugby team as the most loved Kiwi brands in a Colmar Brunton survey.
Cadbury appears to still be feeling the sting of closing its Dunedin factory and culling hundreds of jobs. Whittaker’s rival fell to 11th place after enjoying a spot in the top five last year.
Rounding out the top five most-loved brands were Air New Zealand, Tip Top and Edmonds.
Trade Me moved up from 10th place to sixth-equal with Pineapple Lumps and Wattie’s.
Colmar Brunton chief officer Sarah Bolger said those in the top 20 had a meaningful and different approach to the way they built their brand.
‘‘Our top three brands in particular are effective at staying top of mind by appealing to their audience and setting trends. A great example of this is the Air New Zealand safety video.’’
In July, Air New Zealand released its new safety video, ‘‘A fantastical journey’’, which was inspired by Alice in Wonderland.
The video featured Katie Holmes and Cuba Gooding Jr as the creators of the world, calling
THE TOP 10
1. Whittaker’s and All Blacks 3. Air NewZealand 4. Tip Top 5. Edmonds 6. Wattie’s, Trade Me and Pineapple Lumps 9. NewWorld 10. Mainland New Zealand the ‘‘most beautiful place on earth’’.
The top three qualities of the leading brands were ‘being Kiwi’, ‘well-known’ and ‘great value for money’.
Whittaker’s scored highly in ‘indulgence’ and the All Blacks were considered ‘inspiring’.
‘‘Our top two brands are expert at playing to their strengths and amplifying those qualities, for example Whittaker’s emphasise their indulgent appeal in their campaign involving Nigella Lawson and her high profile friends,’’ Bolger said.
Whittaker’s is sharing the limelight with our national rugby team.