Cadbury Confectionery Ltd - Nut Break Squirrel

In the late 1990s Cadbury didn’t have a chocolate and peanut product in New Zealand. However, it recognised that there was potential in the market as the leading product, Whittaker’s Peanut Slab, was looking dated and appealed to an older audience.

Nut Break 'Squirrel'

Agency: DDB Advertiser: Cadbury Confectionery Ltd Awards: New Product or Service Introduction (Silver)

Marketing Challenge

Cadbury Confectionery Ltd is the overall market leader for chocolate confectionery in New Zealand. (65.4% Value Share in Total Supermarkets, and a 71.1% Value Share in organised Service Stations Source: AC Nielsen Market Track MAT to 29/12/02).

Innovation is a vital tool when challenging a dominant segment leader like Whittaker's (10.3% Value Share AC Nielson Market Track, MAT to 29.12.02).

However, after the deletion of the 'Cadbury Slab' in the 1990s, Cadbury lacked an offering mixing Cadbury Dairy...

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