Agency: Cogent | Authors: Tracey Follows |
Cadbury's Jestives: Bad Manners in the Biscuit Market
OVERVIEW
The biscuit market is highly competitive, and the barriers faced by new entrants are difficult to overcome. However, Cadbury's Jestives, a halfcovered chocolate biscuit product, has succeeded in breaking into the market, and in so doing, establish a youthful, modern alternative to the traditional market leader that has largely remained unchallenged over the last three decades.
This paper explains how the advertising played an important role in increasing awareness of the brand, encouraging trial and creating a brand personality which paved the way for...