Cadbury Dairy Milk – The joy of content: how a new communications model is paying back for Cadbury
Principal Authors: Tom Goodwin and Rachel Barrie – Fallon London; Lucy Evans and Margaret Jobling – Cadbury UK
Contributing Authors: Karl Weaver and David Hartley - Data2Decisions
Everyone who has admired the genius of the Cadbury ‘Gorilla’ (or was just perplexed by its success) will want to read this paper in order to understand the wider strategy and the genuine business benefit created by this fresh approach to Cadbury's communications. By 2007 Cadbury Dairy Milk (CDM) was running out of...