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The Sweetest Story Ever Told or Heard
The Sweetest Story Ever Told or Heard
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
The Communication
The Real Taste of Life.
Brand Positioning
CDM is the perfect expression of
spontaneous, happy, joyous feelings.
Category 12 43
22 52
Moulded segment
Brand 31 54
Legitimising 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 moulded
brands like Lindt, Ritter, Van Houten
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???
Creative Idea
I will do anything to eat my CDM
For Infrequent users
Position CDM as the chocolate meant
for everyone
Chocolate = CDM
Creative Idea
You don’t need any special reason
to eat CDM
The executions
CDM in 2002
Competitive Environment
• Influx of several brands at various
price points offering greater perceived
value
• For Connoisseur -
- Bournville
• In-home consumption
84%
Performance 85%
99%
Relevance 89%
Presence 100%
SET 1 SET 2
Infrequent Users Regular users
Relevance
Presence