Cadbury's Dream - How brand communications launched a new white chocolate

In 2002, Nestlé’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.
Agency: Berry Bush BBDO (South Africa)Author: Victor Bennett

Cadbury's Dream“A Dream Launch”

How Brand Communications Launched a New White Chocolate, Cadbury's Dream, April 2002

   Submitted by : Berry Bush BBDO, Cape Town

   On behalf of : Cadbury-Schweppes

   Date : May 2004

INTRODUCTION

This case study demonstrates how the effects of brand communications, and brand communications alone, were the principal drivers in establishing a new brand in South Africa, in a market dominated by one of the most powerful brands in the world, Nestlé.

The market referred to is the white chocolate market dominated by Nestie's Milky...

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