Marketing Tactics of Cadbury - A 200-year-old bond between You and Happiness

Anamika Mahapatra Anamika Mahapatra
Nov 2, 2021 7 min read
Marketing Tactics of Cadbury - A 200-year-old bond between You and Happiness

When one mentions Cadbury, one's mouth tends to drool! Who hasn't heard of this delicious chocolate? Cadbury Dairy Milk is a milk chocolate brand that was proposed in the U.k. in 1905 and has since expanded to include other goods.

Its chocolates are made using milk chocolate. It received the title of the finest chocolate in the United Kingdom in 2014. It has granted Hershey's Group a license to make and sell chocolates in the United States.

Cadbury's Dairy Milk, which has been melting our hearts for the past seven decades, has revamped itself in each phase and spread joy.

About Cadbury
Cadbury Key Demographics
Cadbury Marketing Tactics & Campaigns
Conclusion
FAQs

Cadbury Marketing Tactics to target every age group

About Cadbury

Cadbury logo
Cadbury logo

John Cadbury founded Cadbury in Birmingham, England in 1824. It was bought by Kraft Foods in 2010 & is now run by Mondelez International.

It entered India in 1948 and is based in Mumbai, Maharashtra. The main office in Mumbai is known as "Cadbury House." Cadbury India started by importing chocs into the country. It was founded in India on July 19, 1948. It had a customer base of about 70% in chocolates in 2011, with its best asset Cadbury Dairy Milk solely accounting for about 30% of the Indian chocolate industry. The brand has the highest global presence.

Cadbury today operates 5 production centers in India. It has a range of product lines in India, notably chocolate confectionery, drinks, cookies, and candies. It has done extremely well in India since its inception. Dairy Milk, Oreo, Tang, Bournvita, and other goods are among its most iconic. Kwality Walls Cornetto Oreo and Kwality Wall jewels are two of the firm's collaborations with Hindustan Unilever Limited (HUL), another Indian FMCG behemoth.

In India, the business grew through time and now offers a plethora of high-quality items that have aided to attract devoted clients.

Cadbury Key Demographics

Cadbury India's product diversification is a result of a combination of variables. Its products are loved by people from all walks of life.

Age-group wise breakdown

Age Group Product Offerings
Kids Dairy Milk, Bournvita, 5 Star, Fuse, Tang
Millennials Dairy Milk Silk, Celebrations, Ice Creams
Adults Bournville, Temptation, Celebrations, Ice Creams

Nestle150 years | Nestle Food Industry | Nestle story of growth
Nestle dominates the food industry for 150 years. Know how Nestle food industry grew, Nestle History, Nestle Products, and the future of Nestle’s food.

Cadbury Marketing Tactics & Campaigns

The real taste of life campaign

Since the 1990s, while dairy milk was connected with youngsters, the brand has made great strides. Cadbury created the real taste of life ad campaign in 1994 to offer the adult populace right to eat chocolate. Until then, choco promotion was limited and aimed solely at kids, but the real taste of life campaign marked a turning point in the ad business. It was a game-changing ad built on the concept that, in the end, we're all young at heart, and it's time to let that part of ourselves shine.

Acceptance in the community

Cadbury's current advertising focus is social acceptance, with the motto "Those who want to eat will find a reason." Dairy Milk was able to attain approval for chocolate intake amid grownups as an outcome of such ads. It even received countless prizes for ads that grew out to be tremendous successes, such as the real taste of life ad.

Worms in choco scandal

In 2003, Cadbury's Dairy Milk had to deal with a scandal concerning worms in their chocolate. The company's reputation was jeopardized, and consequently, sales plummeted. It didn’t broadcast any ads for a couple of months. When they resurfaced, they advertised improved safeguards such as new purity seal packaging.

It tried to improve its branding in 2004, so it signed celeb Amitabh Bachchan as the firm's first celeb ambassador. Bachchan starred in testimonies ensuring people of the purity and security of Cadbury's dairy milk. Having proved itself as the most trusted name among folks of all ages, Cadburys' next aim was to boost consumerism.

The real taste of life campaign extension

As a follow-up to the real taste of life ad, that was marketed thru a set of ads. This time, the firm devised new creative ads to extend the number of times when folks could've Dairy Milk.

Pappu pass ho Gaya 2005

Another iconic Dairy Milk campaign, implying Pappu excelled in tests, debuted in 2005. In this commercial, Amitabh Bachchan is featured as a seller. In Indian culture, folks snack and offer sweets at any celebration, and Cadbury aimed to reflect all of these events in this set of ads. It then set out to tackle the tough task of substituting traditional sweets & deserts with chocolates. It ran a lot of programs to attain this.

Cadbury Ad campaign- Pappu Paas ho gaya

Shubh Aarambh

'Shubh Aarambh,' which means fortunate start, was a good move. In 2010, it was first released. The Indian habit of consuming sweets before a fresh start or going on a new trip is linked to a special social concept. They fixated on Indian rituals and practices while also giving it a modernism design to appeal to a wider audience.

Cadbury ad campaign - Shubh Aarambh

Core principles

The ads are identical in their root as they all promote the same brand ideals of joy and, more crucially, mutual bliss. In 1994, Cadbury's Dairy Milk released a classic ad portraying a female dancing in a crowded stadium to cheer her bf's triumph. At the time, all women in ads were either skimpy or acting as a mom caring for a joint family.


Britannia Marketing Strategy | Pricing Strategy | Campaigns
Britannia Industries is India’s oldest food brand best known for its biscuits. Lets get an insights of the marketing strategy of Britannia.

Honoring Women's sports

Cadbury's Dairy Milk remade this legendary stadium ad once more in 2021 as a salute to female athletes. It flipped the gender roles this time, with the guy dancing to cheer his GF's winning shot before a crowded stadium It informs us that every grownup has a small kid within them. Its goal is to identify and support females who are achieving victory and rising as great personalities for the next generation.

Also, the new ad coincides with the debut of the IPL in Sept 2021 and the Indian women's cricket squad's trip to Australia in the same month.

Cadbury ad campaign - Indian women's cricket team

Indianization of the brand

Cadbury's role is to explore fresh ideas and events, and provide folks reasons to buy their goods, and make customers link sweets with Dairy Milk.

The tactic of integrating Indian rites to interact and build a special connection with them is termed as 'Indianization' of the brand. in addition to offering it a modern view to appeal to the youth.

It launched the "Kuch Meetha Ho Jaaye" ad, in which it positioned Dairy Milk as a treat that could be savored at joyous occasions in our lives.

It featured individuals sharing big and small life experiences, bonding with others, and making great events even more memorable with Cadbury Dairy Milk. The ad is still fondly recalled, and Amitabh Bachchan, the great Indian artist, earlier sponsored it.

Dairy milk silk

Cadbury Dairy Milk Silk
Cadbury Dairy Milk Silk

It also introduced unique and fresh types of Dairy Milk, such as Dairy Milk silk, which was meant to be nicer and finer than classic Dairy Milk. Silk is marketed mainly at millennials. While enjoying the events, the firm used to pop your heart out and peers marketing to profit on holidays such as buddy day and Valentine's Day.

The campaign’s topic: "How far will you go for love on Valentine's Day?" with #PopYourHeartOut.

Staying home, Staying Safe - A Cadbury Oreo Campaign

Oreo, a Cadbury cookie item, has devised a great ad that fits our present predicament: staying home.

Oreo debuted the campaign, which is aimed at youngsters. In such downturns, the ad urges kids to be merry. 'Make Way For Play' is the campaign's theme. Isn't it a brilliant use of the present time?

New Ad tactic

With the release of fresh items and varieties, the ad tactic was renewed, with some product-centric advertisements.

Conclusion

Cadbury has always been effective on its offline advertising with its intriguing and pertinent ads that's been a blow in the past, and the effect of that can be seen today too.

It has also benefited from internet techniques, however, there's still potential for development. It'll be able to build very robust upkeep once it fully leverages digital lines to its true ability. Only time can tell how it addresses its flaws and strives for its rightful portion of the economy.

FAQs

Who is Cadbury founder?

John Cadbury founded Cadbury in Birmingham, England in the year of 1824.

Which Company owns Cadbury?

Cadbury's parent organization are: Mondelez International, Kraft Heinz Company, Kraft Foods UK Ip & Production Holdings Limited.

Who are the top competitors of Cadbury?

The top Competitors of Cadbury are:

  • Mars
  • Hershey's
  • Nestle
  • Ferrero

Must have tools for startups - Recommended by StartupTalky

Subscribe to StartupTalky

Get the latest insights delivered to you right in your inbox

Great! Next, complete checkout for full access to StartupTalky.
Welcome back! You've successfully signed in.
You've successfully subscribed to StartupTalky.
Success! Your account is fully activated, you now have access to all content.
Success! Your billing info has been updated.
Your billing was not updated.