Cadbury 14 fought a long battle against Nestle in trying to protect their shape of purple, Pantone 2685C on their chocolate wrappers. The chocolate brand stated that the distinctive purple colour has been in use since 1914 as an ode to Queen Victoria's favourite colour. In 2012, The UK High Court ruled in favour of Cadbury, stating the distinctive shade of purple is associated by the public at large with the well-known chocolate brand and hence, a registered colour trade mark could be granted. Nestle challenged this decision in 2013 and won on grounds that a colour trade mark if granted to Cadbury would create monopoly and an unfair advantage amongst other competitors.