Cadbury Favourites: Thinking outside the chocolate box
Agency: George Patterson Y&R
Advertiser: Cadbury Favourites
Author: Tom Ward and Meredith Simpson
Total Campaign Expenditure:
Strategic communications challenge
This is a story about how thinking outside the chocolate box to find a new occasion and solve an age-old social dilemma helped an old Australian 'favourite' find greater success in the boxed chocolate battle.
An occasional purchase…
Everyone knew Favourites, and most people were fond of the brand. The problem was they weren't buying it that often, in fact, and most often at Christmas.
So why such infrequent consumption? Well,...