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...