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...