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Cadbury Dairy Milk: Brand Evolution Insights

Cadbury Dairy Milk aimed to expand its consumer base from kids to adults in India. It did so through a communication campaign in 1994 called "The Real Taste of Life" that positioned Cadbury Dairy Milk as a way to experience spontaneous, happy moments. TV commercials showed Cadbury Dairy Milk moments bringing back carefree feelings even for adults. This helped increase the brand's relevance and make chocolate desirable for the adult segment. However, barriers remained for some consumers. In 1997-1998, Cadbury Dairy Milk further increased its reach through the "Indianisation" of the brand to enter the Indian mindspace and make the chocolate a part of Indian customs.

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17 views23 pages

Cadbury Dairy Milk: Brand Evolution Insights

Cadbury Dairy Milk aimed to expand its consumer base from kids to adults in India. It did so through a communication campaign in 1994 called "The Real Taste of Life" that positioned Cadbury Dairy Milk as a way to experience spontaneous, happy moments. TV commercials showed Cadbury Dairy Milk moments bringing back carefree feelings even for adults. This helped increase the brand's relevance and make chocolate desirable for the adult segment. However, barriers remained for some consumers. In 1997-1998, Cadbury Dairy Milk further increased its reach through the "Indianisation" of the brand to enter the Indian mindspace and make the chocolate a part of Indian customs.

Uploaded by

lakshay_arora358955
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Cadbury Dairy Milk:

The Real Taste of Success


What does CDM stand for
worldwide?
Brand Promise

Cadbury Dairy Milk is the most


delicious, best tasting chocolate.
A moment of pure magic.

CDM is Chocolate.
Brand Character
Cadbury Dairy Milk encapsulates an
enormous breath of emotions, from
shared values such as family
togetherness (fun, wholesome,
reliable), to the personal values of
individual enjoyment.
It stands for goodness.
The Indian Chapter
The Challenge
• Get people accustomed to chocolates -
primarily seen as a western taste.
• Do so by reaching out to the masses
in a land where mindsets and
preferences are as diverse as the
country itself.
CDM in the ‘80s

• The brand was considered as a


surrogate for parental affection.
• The chocolate goodness (appetite
appeal) was being harnessed.
The Expression

CDM positioned as
‘The perfect expression of parental love.’
‘Sometimes a Cadbury can say it
better than words.’
Category audits in early 1990s
• Chocolates are meant for kids only
• Seen as an indulgence product.
• Negative associations:
– Too much was bad
– Bad for health
Key Issue
With communication consciously addressing
kids, consumption also got restricted within
the same segment resulting in brand
stagnation.
Marketing Challenge

To expand the consumer base by


making CDM aspirational and desirable
to the adult segment.
The Unshackling
of CDM in 1994
Communication Task
To increase category relevance.
Give consumers a taste of life the Cadbury
Dairy Milk way - real, fun and free.

Integrate the "real" chocolate of


Cadbury Dairy Milk with "real" feelings.
What was the consumer saying??
Extensive brand audits revealed that
Cadbury Dairy Milk moments were
spontaneous, carefree, special, real
moments.

So, what if these ‘moments’ were brought


back to life even for adults?
The atmosphere at that time…

The new resurgent India.

The era of globalization had sowed the


seeds of ‘I wanna break free’ syndrome.

Avenues for freedom for expression were


more than welcome.
The BIG idea

Cadbury Dairy Milk:


The chocolate for the kid in all of us.

The Communication:
The Real Taste of Life
Brand Positioning
CDM is the perfect expression of
spontaneous, happy, joyous
feelings.
Eating CDM provides the ‘Real
Taste of Life’ experience.
TVCs
Legitimizing of CDM
in 1998
In 1997
• Hurdles at a competitive level
– Launch of Kit Kat which was
considered as young, trendy,
future, exciting, smart.
– Threat from imported premium
brands.
In 1997
• Hurdles at the communication level
– “Real Taste of Life Campaign” cut ice
with the metro audience
– The barriers of Middle/Bottom end
consumers still remained to be
addressed
– As a result, brand growth rate was
slower than the chocolate market growth
What next???

The “Indianisation” of the brand


To increase width of consumption by entering the
Indian mind-space -
Make CDM part of Indian customs and mores
What next???

CDM to be the Real Taste of


Everyone's Life

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