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Cadbury Dairy Milk

Cadbury

• Cadbury is a British confectionery company wholly owned by


Mondelez International. It is the second-largest confectionery
brand in the world , internationally headquartered in London,
United Kingdoms.
Cadbury
Operates in
• With over 78,000
more than 60
countries employees

• Operations began by
In 1948, importing chocolates
began • market leader in the
operations in chocolate confectionery
India business with a market
share of over 70%.

• For over two decades,


Pioneered the Cadbury has worked
development
with the Kerala
of cocoa
cultivation in Agricultural University to
India. undertake cocoa
research
Dairy Milk
• Cadbury Dairy Milk is a brand of milk chocolate manufactured
by Cadbury. It was introduced in the United Kingdom in 1905.
• It now consists of a number of products. Every product in the
Dairy Milk line is made with exclusively milk chocolate. In
2014, Dairy Milk was ranked the best-selling chocolate bar in
the UK.
• It’s variants include Caramel, Fruit and Nut, Whole Nut and
Dairy Milk Silk among others.
• It has a huge fan base in India. From kids to old, Cadbury Dairy
Milk is loved among all age-groups.
Marketing and Promotion
• Cadbury is one of the strongest brands in the confectionery
market.
• The media mix for the campaign includes TV, Outdoor, Print
and Radio.
• Initially, it started with print advertisements but now, focuses
more on TV and web advertisements.
Advertising Strategy

Promotes Strengthens
Uses emotional
togetherness, connection
appeal
values and love with customers
Worm Controversy

• On October 2003, just a month before Diwali, the Food and


Drug Administration Commissioner received complaints about
infestation in two bars of Cadbury Dairy Milk.
• Sales volumes came down drastically in the first 10 weeks,
which was the festival season; retailer stocking and display
dropped, employee morale – especially that of the sales team
– was shaken.
• For the first time, Cadbury’s advertising went off air for a
month and a half after Diwali, following the controversy.
Consumers seemed to ignore their chocolate cravings.
Cadbury Dairy Milk bar in old packaging
Remedy
• The new ‘purity sealed’ packaging was launched in January
2004. By investing up to Rs 15 crore (Rs 150 million) on
imported machinery, Cadbury’s revamped the packaging of
Dairy Milk. The metallic poly-flow, was costlier by 10-15 per
cent, but Cadbury didn’t hike the pack price.This entailed
double wrapping for maximum protection to reducing the
possibility of infestation.
• To communicate these significant changes the company was
making, Cadbury brought in a brand ambassador to reinforce
the credibility that the company had demonstrated through its
actions. Amitabh Bachchan, a legendary Indian film star, was
chosen, as he embodied the values of Cadbury as a brand and
connected with all of India – mothers, teenagers, children,
media persons and trader partners.
Cadbury Dairy Milk’s packaging, a year after the
controversy
Advertisement Campaigns
• 1994 ‘Asli Swad Zindagi Ka’ Dairy Milk ad, broke brand’s ‘kids-
only’ image and positioned it as a product for adult
consumption. The iconic ad, which featured a young woman
dancing on a cricket field with absolute abandon enjoying a
bar of Cadbury Dairy Milk, remains one of the most
memorable campaigns in Indian advertising.
• In the 2000s, Bollywood actor Amitabh Bachchan became
Cadbury’s first celebrity ambassador to promote Dairy Milk
under the ‘Kuchh Meetha Ho Jaaye’ series of ads which
positioned the chocolate brand as a substitute for traditional
sweets during festive occasions.
• 2009’s campaign revolves around the theme of 'Pay Day',
which is associated with happiness by most people.
Ad Campaigns
• 2012’s Cadbury Dairy Milk's 'Shubh Aarambh' campaign
• In 2013, it came up with Silk chocolates featuring playfulness
and love.
• In 2015, the last piece campaign
• 2018’s Kuchh Achha Ho Jaye, Kuchh Meetha Ho Jaye

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