Pre-Launch Bonus Episode: Colin vs. Cuthbert - The Sweetest Feud in Marketing History

20.01.2025

Welcome to the Comms Club Podcast—the show where we unpack iconic campaigns, uncover brand secrets, and explore timeless lessons in marketing, public relations, and advertising.

[Host Introduction]

Hi everyone, and welcome to this special bonus episode of the Comms Club Podcast! I’m your host, Pippa Evans, and today, we’re diving into one of the most unexpected marketing feuds in history: the Colin vs. Cuthbert caterpillar cake battle.

What starts as a dispute over a chocolate cake becomes a masterclass in intellectual property, branding, and social media strategy. Grab a cup of tea and perhaps a slice of cake, and let’s unwrap this tale of legal drama and marketing genius.

[Setting the Stage]

Colin: A British Institution

Colin the Caterpillar debuted in 1990, crafted by Marks & Spencer (M&S) as a celebration cake. Its chocolate sponge, rich buttercream, and signature smiling white-chocolate face were an instant hit. Over 30 years, Colin became synonymous with birthdays and celebrations across the UK, selling over 15 million units (M&S, 2021).

Enter Cuthbert

In 2021, Aldi introduced Cuthbert the Caterpillar. With a similar chocolate roll and candy features, Cuthbert entered the market at a significantly lower price point, sparking comparisons to Colin. M&S alleged that Cuthbert was a “lookalike product” designed to benefit from Colin’s long-standing reputation and distinctive branding.

[Act 1: The Legal Showdown]

In April 2021, M&S filed a claim in the Intellectual Property Enterprise Court (M&S v. Aldi, 2021). Their argument: Cuthbert infringed on Colin’s trademark and risked misleading customers into thinking the cakes were related. M&S also stated that they had three trademarks registered for Colin’s design and branding.

The lawsuit wasn’t just about Cuthbert. M&S argued it was about protecting their broader investment in Colin and ensuring competitors didn’t undermine the brand equity built over decades.

[Act 2: Aldi Strikes Back with #FreeCuthbert]

Rather than adopting a defensive stance, Aldi turned to humour and social media to reshape the narrative. Their #FreeCuthbert campaign launched on Twitter in April 2021 and quickly went viral.

Key Moments from the Campaign:

1. Aldi tweeted: “Marks & Snitches more like!”—a cheeky dig at M&S.

2. They posted memes featuring Cuthbert behind bars, calling for his “freedom.”

3. They even joked about rebranding Cuthbert to avoid legal trouble, tweeting: “What about Curly or Clyde the Caterpillar?”

Public opinion largely sided with Aldi, celebrating their underdog status and witty comebacks. By tapping into the internet’s love of humour and rebellion, Aldi gained over 7 million impressions on their posts within weeks (Social Bakers, 2021).

[Act 3: The Charity Twist]

To take the heat off, Aldi temporarily removed Cuthbert from shelves. But in a clever pivot, they reintroduced him in May 2021 as part of a charity initiative, with profits donated to cancer research.

M&S responded by releasing their own statement: “We just want to protect Colin and his reputation!” Despite this, Aldi’s strategic pivot diffused much of the criticism, positioning them as the fun, altruistic challenger brand.

[Act 4: The Fallout and Resolution]

The legal proceedings remained ongoing until February 2022, when M&S and Aldi reached an undisclosed settlement. Both brands declared the case closed, but the feud left a lasting impact.

[Case Studies in Action]

Let’s look at some numbers and outcomes:

• Aldi’s Twitter engagement surged by 40% during the campaign (Hootsuite, 2022).

• Colin’s sales spiked by 25% during the media frenzy (Retail Gazette, 2021), showing that controversy can boost both brands.

• The feud inspired countless memes, making it one of the most talked-about marketing moments of the year.

Our takeaways:

1. Intellectual Property Matters: M&S demonstrated the importance of protecting trademarks, especially for iconic products.

2. Social Media as a Weapon: Aldi turned a lawsuit into a viral marketing campaign, reinforcing their brand’s cheeky personality.

3. Turning Crisis into Opportunity: By reframing Cuthbert’s return as a charity initiative, Aldi managed to transform criticism into goodwill.

[Outro]

The Colin vs. Cuthbert saga wasn’t just about cakes. It was a story about branding, consumer loyalty, and the power of a good social media strategy.

What do you think? Was Aldi’s cheeky response a stroke of marketing genius, or did M&S have the right idea protecting their intellectual property? Share your thoughts with us on social media using #CommsClubPodcast.

Don’t forget—this is just a bonus episode! Our 2025 series launches on 03.02.2025, so make sure you’re subscribed to never miss a case study. Thanks for joining us, and we’ll see you next time!

References

• Hootsuite (2022). Social media trends and brand engagement.

• Marks & Spencer (2021). Colin the Caterpillar sales figures.

• Social Bakers (2021). Aldi’s #FreeCuthbert campaign analytics.

• Retail Gazette (2021). M&S sales figures during the Colin vs. Cuthbert feud.

What do you think?

• Aldi's cheeky response was marketing genius
• M&S had the right idea protecting their IP