Cadbury Dairy Milk: Madbury – making your own Cadbury Dairy Milk

Cadbury's Dairy Milk (CDM), a chocolate brand, launched Madbury in India, inviting users to create their own Cadbury to refresh variants and prevent consumers from lapsing out.

The communication goal

Over the almost last two decades, Cadbury Diary Milk(CDM) has grown by driving category penetration. Most other chocolate brands in India tap into this base recruited by CDM and gain users by offering varied formats and tastes. This is a concern for CDM which risks losing out its users to competition.

CDM-variants like Fruit'n'Nut, Crackle lacked novelty compared to offerings from competition and suffered from low consideration. This was evident in variant growth being under-indexed to base, slowing down overall brand growth. The objective was to refresh CDM-variants and prevent users from lapsing out.

The situation analysis...

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