Cadbury Caramilk: Who knew loudmouth Australians could sell so much chocolate? We did

Cadbury, a confectionery brand, launched a campaign in the UK for a new chocolate bar, Caramilk, to increase sales and penetration, and achieve category-leading growth.

Executive Summary

Other than great sporting rivalry, Australia isn't known for giving the UK too much in the way of real value. I mean like real value.

When you really think about it, we could probably do without budgie smugglers, couldn't we? But then came Caramilk. Yes it's from Cadbury, a British brand, but it first launched down under.

And it didn't just launch over there, Australians went bonkers for it (like totally nuts). So we decided to build our UK campaign with nothing more, or less, than a large dollop of Australian advocacy. Taking that...

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