The first bar of Cadbury's Dairy Milk, produced in 1905, was wrapped in light blue paper with red lettering. During the next years purple became Cadbury's 'flag' colour. In 1951 of the first owner's signature became the logo of the firm and it has remained unchanged until today. By the end of the 70s the packaging got darker. At that time a picture of two glasses with milk pouring from them appeared on it. It was a reference to the Cadbury slogan popular in the 20s: 'One and a half glasses of full milk in a 200g bar of chocolate'. By the end of the 80s the characteristic violet packaging was used. It even got its own name: 'the violet of Cadbury'. At present modern packaging conforming to the strict ecological standards of the European Union is still violet. This colour is more and more appreciated by fashion designers. Some of them say that the elegant violet of Cadbury will soon become a hit among colours.