Legends of Candy Brands: How Brand Stories Win Consumers’ Hearts

We all love captivating stories that inspire us and linger in our memories. Successful companies know this well and actively use brand stories to establish a strong emotional connection with their audience. A compelling brand legend blurs the line between advertising and real life, allowing consumers to experience it not as intrusive marketing but as an engaging story they willingly remember and share.

In this article, we'll explore how famous candy brands created legendary stories that have captured millions of hearts, and we’ll explain why you, too, should harness the power of brand storytelling to promote your product.

Chupa Chups: The Lollipop That Conquered the World

The legendary lollipop story began in Spain in 1958. The founder of the company made a bold decision, removing over 200 types of candies from production and focusing exclusively on lollipops. The idea turned out brilliant: children could enjoy candy without dirtying their hands.

Initially, the brand was named simply "Chups." After a catchy ad campaign with the song “Chupa, Chupa, Chupa Chups,” the expanded name "Chupa Chups" quickly became popular among children, prompting the company to officially adopt it.

An interesting fact: The famous Chupa Chups flower-shaped logo was created by none other than Salvador Dalí. It was his idea to place the logo at the top of the lollipop wrapper to ensure the name was always visible. According to legend, Dalí requested not only a fee but regular supplies of Chupa Chups candies for life.

Milky Way: The Chocolate Bar That Didn’t Sink

The first Mars chocolate bar, Milky Way, appeared in 1923 thanks to Franklin Mars. The idea was born from a necessity: traditional chocolate melted quickly in consumers' hands. This led to the creation of foil-wrapped chocolate bars, convenient to eat and store.

One of Milky Way’s iconic advertising campaigns featured a man who survived a shipwreck by eating several Milky Way bars, making the story memorable and enhancing the brand’s image for decades.

Kinder Surprise: Chocolate Joy with a Surprise

The legendary chocolate egg with a toy inside was created by Giovanni Ferrero, the brother of the founder of the Ferrero company. The inspiration came from the Italian tradition of baking pastries shaped like eggs with toys hidden inside, especially for children.

The first batch of Kinder Surprise chocolate eggs was introduced in 1974 and sold out within minutes. The magic and hidden surprises inside Kinder Surprise captured children's hearts around the globe, making the toys cherished collectibles eagerly awaited by kids.

KitKat: The Break That Became Legendary

In 1935, British company Rowntree introduced the first KitKat Chocolate Crisp bar, and a year later the classic four-finger format appeared. According to legend, the chocolate bar was named after the popular 18th-century London KitKat Club, where famous politicians, writers, and artists gathered.

The famous slogan “Have a break, have a KitKat” solidified the brand’s positioning. A fun fact: KitKat bars produced within just 5 minutes can form a tower as tall as the Eiffel Tower.

Nutella: A Happy Accident That Became World-Famous

Nutella, the iconic chocolate-hazelnut spread from Ferrero, was reportedly created by accident. In 1946, Pietro Ferrero crafted soft chocolate bars called Gianduja from hazelnuts and cocoa. One day, due to heat, the chocolate melted right before delivery to clients. Pietro decided to spread the melted chocolate onto bread slices and serve it as a delicacy. This spontaneous idea was brilliant and marked the birth of Nutella, now beloved worldwide.

What Makes an Effective Brand Story?

A strong brand story always includes the brand’s mission and values, product benefits, and consumer advantages.

Several popular approaches can help you build a memorable brand legend:

• Life situation: describes a scenario close and understandable to the target audience (e.g., a busy mother has no time to prepare dessert).
• Real brand history: actual events that form the basis for brand positioning.
• Lifestyle: emphasizes the lifestyle and habits of the target audience.
• Fantasy scenarios: imaginary situations creating emotional engagement (e.g., M&M's candy characters).
• Emotional atmosphere: creating strong positive emotions (e.g., Raffaello associated with romance and tenderness).
• Symbolic character: a brand represented by a beloved character (e.g., Barney Bear).
• Technological advantages: emphasis on unique production technologies (e.g., Kinder Milk Slice made from natural milk).
• Scientific data: use of scientifically proven product benefits (e.g., cereals enriched with vitamins and calcium).

A strong brand legend is more than just a beautiful story — it's a powerful tool for engaging your audience and boosting sales. It's essential to blend emotional and rational elements so that your brand's story is captivating, credible, and easily memorable.

Would you like to create a brand story that your customers will truly love?

Contact us for professional branding and packaging design that highlights your product’s uniqueness and helps your brand become a true legend!