How Cadbury Dairy Milk earned its place as the number one choice in chocolate countlines
Agency: Publicis DublinMedia: PHD IrelandClient: Cadbury
Introduction & Background
Cadbury believes in advertising and advertising has rewarded Cadbury for this belief. In 2012, Cadbury was coming off the back of a very strategic, and very successful advertising programme that had seen its jewel in the crown, Cadbury Dairy Milk (CDM) attain historically high market share. This reestablished CDM's taste credentials and solidified its place in the minds of the public as the last word in chocolate. This activity won a...