Cadbury Dairy Milk brand gets makeover |
| Thursday, 20 March 2008 | |||||||||||||||||||||||||||||||||||||||||
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Cadbury Trebor Bassett (CTB), the UK’s No. 1 confectionery manufacturer, is revealing a new look for Cadbury Dairy Milk.  The updated packaging will be launched this March to meet changing consumer trends and drive further growth of the UK’s favourite chocolate brand. Cadbury Dairy Milk is also launching a range of new pack sizes. All activity will be supported by a significant £17 million marketing campaign in 2008; the biggest spend for the brand to date. New matt material will not only give the brand a more contemporary look and feel, but will ensure stronger stand out on-shelf. The new packs - available in shelf ready packaging - will make greater use of colour and include product photography and improved, clearer graphics. To adapt to emerging shopper trends, CTB is launching a Cadbury Dairy Milk 140g range which will gradually replace 100g variants, and a 230g range to replace 250g bars. The £17m marketing campaign will include television and digital advertising, PR and POS with specific support for the new packaging and formats. Following on from the resounding success of last year’s award winning Gorilla TV advert, Cadbury Dairy Milk’s new TV production promises to engage and excite consumers through original 90 and 10 second creative pieces of entertainment. The next ‘Glass and a Half Full Production’ will make consumers smile just as much as they do when they eat a bar of Cadbury Dairy Milk. Kate Harding, Trade Communications Manager at Cadbury Trebor Bassett, comments: “Cadbury Dairy Milk has over 100 years of heritage and continues to be the number one chocolate brand in the UK, worth over £370 million in retail sales value. “Historically our advertising campaigns have driven strong sales for our customers and we are delighted to be supporting Cadbury Dairy Milk with a massive media spend. “The next campaign will highlight the glass and a half full of fresh, natural milk that goes into every half pound of our chocolate, and bring a smile to viewers’ faces. Retailers should expect increased consumer interest around the brand as a result of the marketing campaign and the contemporary packaging redesign.” Cadbury Dairy Milk will be available in new packaging in store from April. The 140g (RRP £1.09) and 230g (RRP £1.70) will be packaged in outers of 18. CTB is also presenting independent retailers with an opportunity to stock 99p price marked packs in the 140g range. Kate Harding comments: “Stores come in all shapes & sizes and we have changed the sizes to suit the needs of our different retailers who can choose a range which will best suit their shopper.” For POS or for more information on Cadbury products, please call the Cadbury Trebor Bassett Sales Hotline on 0870 191 7343. 
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Comments (11)
David Holloway
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I am not pleased wi... I am not pleased with the current Cadbury range of chocolates, recently went to the local newsagents and found the new reduced sized 400g family bar. As flake, I no longer felt any enjoyment in purchasing Cadbury products, unless they reverted back to the original, larger bars. I failed to see that a 400g bar was more attrcative, smaller at 99p. Smaller bars required a smaller price tag! I was paying more for less, and also disliked the wrapping for Cadbury Flake. The wrappings had affected the flavour of the bars. I put it that Cadbury were out to reduce costs, and loose jobs in the process, with rising raw products costs affecting sales. |
Chris
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To be honest, its no... To be honest, its not really much of a new look as to what is was before. |
Alex Bailey
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So the package gets ... So the package gets smaller and the cost per 100g goes up. Its ironic that anti-metric campaigners always blame metrication for price increases, Cadburys decides to regress back to the 19th century and revert to archaic imperial sizes and the price still goes up! As much as I like Cadburys chocolate I think I'm going to start buying a different brand! |
Dan Campion
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100g and 250g change... 100g and 250g changed to 140 and 230? Is this an attempt to return to Imperial units (and fit in with the anachronistic 'gla*s and a half per half pound' campaign)? |
Jef Sharp
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I noticed the 'new p... I noticed the 'new packaging' which there is just no need for - new printing process just costs the environment and company unjustly. Then as I opened the package I noticed a slimmer bar - then on inspection of the weight it was no longer a 250g bar but a 230g bar - but at the same consumer cost - sneaky little move that one! |
patricia ancliff
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i am glad someone el... i am glad someone else has noticed the change in taste of the cadbury chocolate, if more people notice perhaps they will go back to the normal nice chocolate. i do miss my two bars a week |
Roland Bates
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Firstly a larger bar... Firstly a larger bar, with the flash 'More to Share', (quite a good move), and of course an accompanying price increase. Now a reduced bar size, change of wrapper but no flash and a distinct change of taste in the chocolate. Customer loses yet again. (Not really quite such a good marketing move). |
Rip Off
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The reduction in wei... The reduction in weight from 250g to 230g is just a sneaky way for Cadbury to increase its prices. I guess this was the best the suits could come up with to try and increase profits. Not something they'd boast about in their adverts is it? |
Arthur Holmes
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I was out shopping t... I was out shopping this weekend looking for my favourite Whole Nut bars of chocolate. I saw the new packaging (nice), then I noticed the weight reduction to 230g from the original 250g, and an apparent increase in price. I'm not sure how this meets "changing customer trends" - less chocolate for more cost? That's not a trend I'd support!. Needless to say, I didn't buy any. |
patricia ancliff
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i bought my weekley ... i bought my weekley two bars of chocolate, with the new dull purple wrap, they are now 230 gram , the chocolate did not taste like cadbury chocolate and i did not like it, the following week i searched for the old shiney wrap and that did taste like the cadbury i know and love. if you have changed the chocolate please have second thoughts and go back to how it was before, i could not eat the new bars they tasted cheap. |
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