Cadbury: Dairy Milk

Cadbury chocolate brand ran a long-term campaign in the United Kingdom to grow penetration, market share and value sales by 9% over five years and to boost brand health indicators.

Objectives

Cadbury - the UK's most iconic chocolate manufacturer had endured years of decline. In January 2018 we launched a new campaign "there's a glass and a half in everyone".

Setting clear objectives was key to our success:

Our objectives (1.1):

Create emotive, engaging comms to boost brand profile

Copy testing for excellence

Top 10% Kantar database for emotional engagement

Cadbury's 'buzz' AKA 'Heard something positive about the brand' score: +5ppt uplift

Cadbury's share of search: +2ppt uplift

Make Cadbury fabric and taste of the nation

  • Score: "a brand that brings people together": +5ppt uplift
  • Score: "taste I love": +5ppt...

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