Cadbury: Heroes

Cadbury, a confectionery company, increased sales of its Heroes chocolate tin by launching with a new brand purpose and limited-edition games tin that encouraged sharing occasions outside of the traditional festive season.

Executive Summary

Christmas is a crucial and very competitive time for chocolate brands as they look to increase their volumes in the holiday sharing and gifting occasion. Cadbury owner Mondelez International had big ambitions to elevate the Cadbury Heroes offer by leveraging and giving more purpose to their annual classic sharing format: the chocolate tin.

The sharing chocolate segment is mostly dominated by tubs, satisfying those moments with family and friends at an affordable price, however they are limited in the ability to premiumise and elevate sharing chocolates to gifting status. Seasonal sharing has boomed year on year, yet mainstream...

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