Cadbury Dairy Milk Giant Buttons

In 2008, Cadbury decided it was time to grow its share of the bitesize chocolate market. Unfortunately, their only top-ten bitesize brand, Cadbury Dairy Milk Giant Buttons, was out of step with the ‘grown-up fun’ feel of the sector.

Cadbury Dairy Milk Giant Buttons

Packaging - Branded Food

Pearlfisher

EXECUTIVE SUMMARY

Bitesize chocolate is a relatively small sector within the confectionery category – accounting for less than 9% of total sales. It's also dominated by long-established and well-understood brands, such as Maltesers, Minstrels and M&Ms. Yet in 2008, market leader Cadbury decided it was time to grow its share of the sector. Back then, Cadbury Dairy Milk Giant Buttons was the company's only presence among the top ten bitesize brands, and aimed predominately at children, they were totally out of step with the ‘grown-up fun’ feel of bitesize.

Cadbury's...

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