Cadbury Favourites: Thinking outside the chocolate box

Cadbury Favourites was losing ground in the boxed chocolate battle, as Australians increasingly looked to more 'upmarket' alternatives.

Cadbury Favourites: Thinking outside the chocolate box

Agency: George Patterson Y&R

Advertiser: Cadbury Favourites

Author: Tom Ward and Meredith Simpson

Total Campaign Expenditure:

Strategic communications challenge

This is a story about how thinking outside the chocolate box to find a new occasion and solve an age-old social dilemma helped an old Australian 'favourite' find greater success in the boxed chocolate battle.

An occasional purchase…

Everyone knew Favourites, and most people were fond of the brand. The problem was they weren't buying it that often, in fact, and most often at Christmas.

So why such infrequent consumption? Well,...

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