Cadbury Dairy Milk 2012
Institute of Practitioners in Advertising
Gold, Best Use of Insight, IPA Effectiveness Awards, 2012 www.ipa.co.uk Cadbury Dairy Milk: A meetha journey
Principal authors: Ganapathy Balagopalan and Nirav Parekh, Ogilvy & Mather India
Contributing authors: Kawal Shoor and Madhukar Sabnavis, Ogilvy & Mather India
SUMMARY
This case shows how advertising re-invented the very essence of the product, so it became something different, and by doing so, unlocked brand growth for Cadbury's Dairy Milk.
It did this by transposing culture codes that got a new target audience to view a familiar brand in a new light; it became a new product, generating a desire for purchase.
The scale of the success is remarkable. After falling 78% in value, we will show how the campaign grew the business from 3% to 23% within seven years of the campaign launch.
The case shows how this growth led to a huge increase in revenue and profits; and was made possible by the advertising.
Background
Origins in India
Cadbury Dairy Milk (CDM) came to India in 1948, a year after the independent country's birth and the English had left Indian shores. This
English icon has over the years grown into one of the most loved and recognized brands in India. CDM is a part of sweet childhood memories, for millions of Indians.
Circa 2004:
Cadbury was the biggest player in the chocolate market in India with nearly 65% share of the category and Cadbury Dairy Milk (CDM) its flagship brand with 31%.
CDM accounted for over half of Cadbury India's chocolate revenue in 2004, and this obviously meant Cadbury India's fortunes (read profitability) was tied to CDM's fortunes (compared to Nestle Munch its nearest competitor, which was less than 10% of Nestle India in
2004, in spite of being more widely available than CDM).
CDM was obviously Cadbury India's bread and butter brand and to most Indians:
Chocolate = Cadbury = Cadbury Dairy Milk.
Market Situation
While the 90's were kind to Cadbury, by early 2000's growth began drying
Gold, Best Use of Insight, IPA Effectiveness Awards, 2012 www.ipa.co.uk Cadbury Dairy Milk: A meetha journey
Principal authors: Ganapathy Balagopalan and Nirav Parekh, Ogilvy & Mather India
Contributing authors: Kawal Shoor and Madhukar Sabnavis, Ogilvy & Mather India
SUMMARY
This case shows how advertising re-invented the very essence of the product, so it became something different, and by doing so, unlocked brand growth for Cadbury's Dairy Milk.
It did this by transposing culture codes that got a new target audience to view a familiar brand in a new light; it became a new product, generating a desire for purchase.
The scale of the success is remarkable. After falling 78% in value, we will show how the campaign grew the business from 3% to 23% within seven years of the campaign launch.
The case shows how this growth led to a huge increase in revenue and profits; and was made possible by the advertising.
Background
Origins in India
Cadbury Dairy Milk (CDM) came to India in 1948, a year after the independent country's birth and the English had left Indian shores. This
English icon has over the years grown into one of the most loved and recognized brands in India. CDM is a part of sweet childhood memories, for millions of Indians.
Circa 2004:
Cadbury was the biggest player in the chocolate market in India with nearly 65% share of the category and Cadbury Dairy Milk (CDM) its flagship brand with 31%.
CDM accounted for over half of Cadbury India's chocolate revenue in 2004, and this obviously meant Cadbury India's fortunes (read profitability) was tied to CDM's fortunes (compared to Nestle Munch its nearest competitor, which was less than 10% of Nestle India in
2004, in spite of being more widely available than CDM).
CDM was obviously Cadbury India's bread and butter brand and to most Indians:
Chocolate = Cadbury = Cadbury Dairy Milk.
Market Situation
While the 90's were kind to Cadbury, by early 2000's growth began drying