Cadbury Dairy Milk: Making India generous, one thank you at a time

Cadbury's Dairy Milk (CDM), a chocolate brand, launched a campaign in India to continue to build preference for the category, maintain market share, and drive penetration for the entire category.

The marketing objective

India has a strong culture of traditional sweets, which are typically consumed to mark special occasions in ones' lives -new beginnings, payday, scoring well in examinations, etc.. Through years of advertising, Cadbury Dairy Milk (CDM) has successfully placed itself alongside these occasions and managed to build preference for the category. This has not only helped CDM maintain a healthy 27% market-share, but it has also helped drive penetration for the entire category.

To unlock the next phase of growth, the brand had shifted gears from being a marker of happiness to being a sweetener of interpersonal relationships....

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