Subject Index
 

In 2002, Nestle’s Milky Bar dominated the South African white chocolate market, with a 78% share while Cadbury’s Creamy Bar had only a 4% market share. But by changing the name to Dream, repackaging a ...

In the late 1990s Cadbury didn’t have a chocolate and peanut product in New Zealand. However, it recognised that there was potential in the market as the leading product, Whittaker’s Peanut Slab, was ...

The communications objective was to revive Throaties from a dying brand to one that could sustain long-term investment and meet consumer expectations. The creative strategy was to differentiate the ...

The biscuit market is highly competitive. However, one new area of opportunity was identified for the launch of a new Cadbury's product. The half-covered chocolate biscuit sector had shown little grow ...

This 1998 paper shows how Cadbury's Creme Egg, a confectionery brand launched in the 1920s, achieved outstanding success in the 1980s and 1990s thanks to the 'How Will You Eat Yours?' campaign. Over a ...

Silver prize award. Considers the progress of Cadbury's Roses from its repositioning in 1979 to its position at the end of 1993. The market and brand context is described, with the opportunity perceiv ...

Shows how a small change in strategy and a small change to the key character in the advertising fundamentally changed consumers' relationship with the brand. Background and brand history summarised. W ...

How a change in advertising strategy (1990) helped Cadbury's Boost to compete more effectively against the leader (Mars Bar), by focusing on an area of relative weakness. Research (qualitative, Millwa ...

Confectionery maker Cadbury had developed its Boost brand to compete with the ‘gutfill’ sector of the chocolate bar market, most notably the dominant brand, Mars. The agency decided it had to find a w ...

Rejuvenation of a long-established confectionery brand. Product improvements made (1985) prior to re-launch with price promotions and a new TV campaign. The theme: fun and the `Friday feeling'. Suppor ...

How a low-budget advertising test boosted sales of an insignificant brand. Marketing since launch, 1984-87, described. Doubled capacity plus static sales in 1987 led to decision to support the brand. ...

This brand had started to decline by the early 1980s. It depended for its appeal on being a self-indulgence linked to Easter, so with a limited selling period. Research showed that increased availabil ...

Launched in 1983, Wispa has become a £70 million brand, by far the most successful of the 15 new launches in countline chocolate biscuit market since 1976. Market situation in 1983 and rationale for t ...

This paper analyses how advertising for Cadbury's Creme Eggs has contributed to a significant volume growth of the brand over a 12-year period. Leo Burnett was the agency. The period covered is 1971 ( ...

The role of repositioning and advertising in the revitalisation of Cadbury's Fudge since the mid-1970s. There had been no focused advertising for the brand before 1976. Explains the background, opport ...

Revitalisation (1981-2) of a Cadbury's confectionery product first launched in 1971. Brand had low sales and no advertising for 5 years. Problem for the brand was highlighted by qualitative research, ...

Describes a new TV campaign designed to refresh a brand which had become static (in share terms) after a long period of very consistent advertising. The brand's problem is diagnosed, shown by trackin ...

Describes the development and testing of a new campaign for Cadbury's Flake aimed at stimulating short-term sales among light buyers, 1976-81. Marketing background and rationale for new advertising ap ...