Cadbury Dairy Milk: A meetha journey

Ganapathy Balagopalan and Nirav Parekh

Despite the Indian sweet (meetha) market being strong, the problem for Cadbury, the confectionery company, was that chocolate was seen as a foreign treat and lacked the same popularity as traditional sweets.

Cadbury Dairy Milk: A meetha journey

Principal authors: Ganapathy Balagopalan and Nirav Parekh, Ogilvy & Mather IndiaContributing authors: Kawal Shoor and Madhukar Sabnavis, Ogilvy & Mather India

SUMMARY

This case shows how advertising re-invented the very essence of the product, so it became something different, and by doing so, unlocked brand growth for Cadbury's Dairy Milk.

It did this by transposing culture codes that got a new target audience to view a familiar brand in a new light; it became a new product, generating a desire for purchase.

The scale of the success is remarkable....

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