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....