Cadbury: Implementing great creative strategy with Cadbury

Cadbury, a chocolate brand, challenged its existing strategy by leveraging emotive understanding, data and semiotics in a bid to win hearts and minds again and inspire Cadbury's revival.

Synopsis

Many will have heard about Cadbury and VCCP's extremely well-deserved, IPA effectiveness award. This is the prequel and parallel narrative to that story. The lesser-known story of the human insight journey and brand centric thinking that formed the foundations for that effective and impactful strategy.

Our story unfolds in 2016. Cadbury's chips are down. Penetration is free falling. Cadbury has been passed from pillar to post over the last 10 years. People are falling out of love with the brand. The new Global Brand Director wants a strategic reset. Kantar is engaged to bring human insight. Our mission critical:...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands