Anda di halaman 1dari 7

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K.

, but the
journey with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of
Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the
classic taste of Cadbury Dairy Milk with a variety of ingredients and
are very popular amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to


cater to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy


Milk Wowie, chocolate with Disney characters embossed in it, and
Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate
and white chocolate. Giving consumers an exciting reason to keep
coming back into the fun filled world of Cadbury.

Our Journey:
Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has
participated and been a part of every Indian's moments of happiness, joy and celebration.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for
children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life'
campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the
child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity'
and 'shared good feelings'.

    

The 'Real Taste of Life' campaign had many memorable executions, which people still fondly
remember. However, the one with the "girl dancing on the cricket field" has remained etched
in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby
(Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign. This campaign built social acceptance for chocolate consumption amongst adults,
by showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with
celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language.
It has been adopted by consumers and today is used extensively to express joy in a moment
of achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved
a tie-up with Reliance India Mobile service and allowed students to check their exam results
using their mobile service and encouraged those who passed their examinations to celebrate
with Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006
(global benchmark for effective advertising campaigns) awards.
 

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing
packaged snack market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most
of the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling.
There are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at
two price points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged
snack category. They are also the gateway to the family, especially for a new sweet snack.

With Bytes, Cadbury has entered into a new category with well entrenched and established
brands. It is an exciting challenge for us to take the brand forward and make it a stupendous
success.
Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The
proposition we have arrived at is "Snacking ka meetha funda", where we take a pot-shot at
other snacks, by saying `Har snack namkeen nahi hota'. The product is all about breaking a
cliché and teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and
'Villain', talk about breaking the stereotype.

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the
name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year.
It is among the oldest brands in the Malt Based Food / Malt Food category with a rich
heritage and has always been known to provide the best nutrition to aid growth and all round
development.
Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of
product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage
has helped the brand maintain its leadership position and image over the last 50 years.

 
The Journey:

The brand has been an enduring symbol of mental and physical health
ever since it was launched in 1948. It is hardly surprising then, that
Bournvita enjoys a major presence in the Malt Food market. Given its
market share of 17%, Cadbury Bournvita reaches across hundreds of
cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance


to nourishment while bringing up their children. However, children
always look out for the tastiest option to make their daily dose of milk
more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular
chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich
chocolate and caramel flavour of Cadbury 5 Star.

Cadbury Bournvita
advertising has moved with the times to reflect the changing needs of the consumers.

During the '70s the communication centered on 'Good upbringing' and Bournvita became an
essential building block for childhood. "Goodness that grows with you" was the campaign
idea that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive
"Brought up right, Bournvita bright" campaign, which was very successful during its time.

In the early '90s all brands in the category provided purely physical benefits like nourishment,
energy and growth. It was at this time that Bournvita decided to raise the bar by promising
physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti
Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age consumers,
Cadbury Bournvita is about arming consumers with Confidence to take on physical and
mental challenges that nobody else can, resulting in one of the most successful advertising
campaigns which is based on 'Real Achievers who have grown up on Bournvita'.
 

Halls accounts for 50% of international cough drop sales and is the
leading sugar confectionery brand in the world. In 1930’s, the Hall
brothers invented its Mentho-Lyptus formula, using a combination of
menthol and eucalyptus, and began producing cough drops. The
cough drops were introduced into the US during the mid-1950s.
Warner-Lambert recognised the potential of the product and acquired
Halls in 1964. In 1971, Warner Lambert began selling Halls under the
Adams family, and the first national television campaign was aired in
the US & the results were a resounding
success.

Our Journey:

Halls was first launched in India in 1968 & soon established itself
as
a ‘therapeutic’ candy competing in the cough lozenge market. Halls has been sold in India as
part of the Pfizer & Warner Lambert networks before it came into the Cadbury fold in 2003
as part of a global merger with Adams Confectionery.

Halls has had a colourful advertising history in India & was infact, one of the earliest brands
to advertise on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and
later, Vijeta Pandit on its unique ‘vapour action’ formula with a classic Halls Jingle were
aired which established the brand firmly in the market. In the 90’s, Halls advertising adopted
a different take with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos &
the early 2000’s saw Halls advertising on the ‘refreshment’ platform. Over the years Halls
has been strongly positioned on the` soothes sore throat ’ benefit in the consumers mind.
  Cadbury India has expanded its confectionary portfolio in 2007 by
foraying into the Bubble gum category with the launch of Bubbaloo
Bubblegum- a successful bubblegum brand from its international
portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid.


It is filled with a high level of a great tasting fruit flavoured liquid that
floods your mouth instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and


Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of


Bubbaloo and is anchored by “Bubba- the cat”, the international
mascot for the brand Bubbaloo.

Anda mungkin juga menyukai