Cadburys: Combining science and art to maximise effectiveness

This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.

Cadburys: Combining science and art to maximise effectiveness

Agency: PHD

Introduction & Background

Cadbury Dairy Milk(CDM) is Ireland's most loved chocolate brand and is known for memorable creative campaigns that surprise and delight its fans. The Gorilla and The Eyebrows ads, which were created centrally, are still referenced years later and campaigns developed locally in Ireland, such as Dunphy & Giles and The Joy Tree, connected Irish consumers to the brand, generating mass reach, local excitement and conversation.

Cadbury Ireland has had success in previous ADFX awards, winning Gold in 2012 and Silver in 2014, and this is testament to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands