Whit­taker’s hold All Blacks to a draw

Kapi-Mana News - - FRONT PAGE - RACHEL CLAYTON

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.

PHOTO: KIRK HAR­G­REAVES/STUFF

Whit­taker’s is shar­ing the lime­light with our na­tional rugby team.

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