Cadbury: Rate the 8

This case study details food manufacturer Mondelez's brand building campaign in Ireland, which sought to rescue the diminishing sector of 'impulse chocolate' and boost the Cadbury chocolate brand.

Cadbury: Rate the 8

Campaign details

Agency: Publicis DublinClient: MondelezCategory: Brand BuildingCountry: Ireland

Background

The overall category of impulse chocolate was in decline.

The Cadbury Dairy Milk range of bars was also in decline but at a higher rate than the market and with a new pack coming, the brand faced further issues with regards to brand recognition.

Value per unit was falling and the 'hero' variant was also in decline despite Cadbury Dairy Milk being the most popular variant in the range. The rest of the variants in the range were also...

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