|Authors: Amanda Feve, Karl Weaver and David Hartley
Cadbury Digestives – Oh happy day: how advertising helped biscuit buyers discover a new name in chocolate digestives
If someone asked you to name a brand of digestive biscuits, there's a pretty good chance that you would be able to. And there's an even better chance that that first name you'd think of starts with 'Mc,' and rhymes with 'kitties.'
This is the story of how advertising heralded the arrival of a new name in chocolate digestives, and in so doing, made Cadbury Chocolate Biscuits the fastest...