One of Cadbury’s biggest challenges has been staying relevant in recent years, especially as consumers are presented with greater choice (and a desire to sample less-sugary options).
It appears sales have been declining as a result. Reports suggest Dairy Milk sales were down 3.1% last year, while YouGov’s BrandIndex shows that Cadbury’s ranking fell from 43.8 in February 2012 to 25.6 in January 2018.
In a bid to stay top-of-mind for consumers, Cadbury has decided to ditch its ‘Free the Joy’ tagline in favour of a focus on kindness. This is reflected in its latest TV campaign, which tells the story of a little girl attempting to buy a Dairy Milk for her mum’s birthday.
In a bid to stay top-of-mind for consumers, Cadbury has decided to ditch its ‘Free the Joy’ tagline in favour of a focus on kindness. This is reflected in its latest TV campaign, which tells the story of a little girl attempting to buy a Dairy Milk for her mum’s birthday.
The question is – will the campaign help to reconnect Cadbury with consumers? With the public increasingly said to desire brands that display human traits (i.e. emotional intelligence), it’s more sentimental theme of generosity could certainly strike a chord.