Cadbury Dairy Milk and

its worm case

 CADBURY DAIRY MILK

• Dairy Milk is a brand of milk

chocolate manufactured by Cadbury. It was
introduced in the United Kingdom in 1905
• George Cadbury Jr. , has said "All sorts of names were suggested: Highland
Milk, Jersey and Dairy Maid.

• It has Variety of bars which include Caramel, Fruit & Nut, Dairy Milk Silk,
Crispello, Oreo ,etc.
 The Worm Case

• Just a month before Diwali in October 2003 , FDA commissioner received

complaints about infestation

• Inquiry was instituted by the Food & Drug Administrator

• Sales decreased by 30% , retailer co-operation & employee morale
diminished
 Challenges faced by Cadbury

• To restore confidence in the key stakeholders

• Build back credibility
• Make customers believe about safety
• To increase the sales
 Objectives

To communicate that :

• The problem was storage linked & not manufacturing linked

• Dairy milk continued to be safe for consumption
• Let its brand & its performance speak for it
 Solutions

• ‘Project Vishwas’ a education initiative covering 190,000 retailers in key states.

• Cadbury also launched a project called ‘Shubh Aarambh’
• Mr. Amitabh Bachchan was chosen as the brand ambassador to endorse Cadbury
• Audio-visuals with message from stars was prepared
• Cadbury launched new ‘purity sealed’ package
• Double wrapping for maximum protection
• Announcement done through Testimonial AD
 Results

• During this period Advertising expenses went up by 15% but it really helped
Cadbury to get back its reputation.

• Today market share of the Cadbury Dairy Milk is around 35% in India