Jelly Baby eBook – Chapter 2 ‘We are not alone – How to stay top of mind in a competitive world’

blue ocean marketing competitive

10 reasons why the Jelly Baby can serve as an inspiration for your brand – eBook

Chapter 2 – “We are not alone – How to stay top of mind in a competitive world “

Jelly Babies have kept a keen eye on their market, their competition, and what they are doing –adapting and changing in order to stay current and relevant for over 150 years. You must admit that it’s a pretty impressive accomplishment.

Fun is a key brand trait, and they have leveraged this by tapping into key occasions such as Jelly Bunnies at Easter and Santa Babies at Christmas.

They have also rebranded themselves and changed their packaging several times over the years to remain distinctive and to stand the test of time as a firm favourite in the jelly sweets world. For example, the bright yellow pack was a deliberate tactic to demand attention in-store and stand out from competitor sweets.

Knowing who you are competing against, how you are currently performing and what’s working and not working is a critical part of building a successful business. You need to understand whether you are operating in a ‘red ocean’, with lots of similar brands fighting for the same customer.

If you are going to stay in this ocean then how are you going to make yourself distinct and stand out from the crowd? If it’s time for a change, then how do you find your niche in the calmer clear waters of the blue ocean?

To be successful you need to know:

  • How do your customers feel about your brand?
  • Are your customers talking about your brand and if so, what are they saying?
  • What new brands have entered the conversation?
  • What are the current trends that are impacting your business?


Examining your brands in a competitive context is key to unlocking their full potential. It’s not just whether consumers like you, it’s whether you are offering something original or better than your competitive set. There are times when it’s better to play it safe, and importantly times when brands need to take a risk to stand for something unique.


Download the eBook here for the full story.

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