Dairy Box - An Advertising and Packaging Relaunch

Describes the relaunch of Dairy Box with new advertising and packaging, 1975-79. The assortment sector of the chocolates market was in decline.
Agency: J Walter ThompsonAuthor: Miles Colebrook

Dairy Box - An Advertising and Packaging Relaunch

INTRODUCTION

In late 1975 in order to stimulate sales after a static period, Rowntree Mackintosh relaunched Dairy Box with a dramatically different advertising strategy and style. This was complemented in 1977 by a change in the packaging design. Consequently Dairy Box has run against the trend in the assortment market and proved Rowntree's most successful boxed chocolate brand over the last four years.

With no other significant changes in the marketplace, this relaunch has helped Dairy Box to improve its share of...

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