Cadbury Dairy Milk - The joy of content: how a new communications model is paying back for Cadbury

By 2007 Cadbury Dairy Milk (CDM) was running out of steam; facing flatlining sales, losing relevance to younger generations and with an advertising model that felt tired.

Cadbury Dairy Milk – The joy of content: how a new communications model is paying back for Cadbury

Principal Authors: Tom Goodwin and Rachel Barrie – Fallon London; Lucy Evans and Margaret Jobling – Cadbury UK

Contributing Authors: Karl Weaver and David Hartley - Data2Decisions

EDITOR'S SUMMARY

Everyone who has admired the genius of the Cadbury ‘Gorilla’ (or was just perplexed by its success) will want to read this paper in order to understand the wider strategy and the genuine business benefit created by this fresh approach to Cadbury's communications. By 2007 Cadbury Dairy Milk (CDM) was running out of...

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