The ‘Choose Cadbury’ Marketing Strategy

The ‘Choose Cadbury’ Marketing Strategy

The ‘glass and a half’, corporate purple, and the Cadbury script has

become synonymous with Cadbury. Cadbury Schweppes have used these

design elements to great effect in developing the implication of

goodness that this imagery suggests. In the late 1980s, another

important element, known as ‘taste’ was emphasised. Regardless of

national preferences about how chocolate should taste (e.g. dark

chocolate is very popular to Europeans, whereas Australians prefer

creamier milk chocolate), the implication was clear that, Cadbury

Schweppes provides taste and texture that, appeals to all consumers.

For example, Cadbury Miniature Heroes includes a variety of chocolates

such as, dark milk chocolate (e.g. Cadbury Dairy Milk), creamier milk

chocolate (e.g. Cadbury Dream), chocolate with trace of nuts (e.g. CDM

Whole Nut), etc. In the early 1990s, further emphasise was made on

‘taste’. For example, the strapline ‘Chocolate is Cadbury’, which was

built upon previous brand values, enables Cadbury to stake its claim

and taking ownership of the term ‘chocolate’ and the chocolate eating

experience.

In the early 2000, Cadbury Schweppes introduced a new global marketing

strategy, known as the ‘Choose Cadbury’. The ‘Choose Cadbury’ strategy

was developed from a result of extensive research on consumer

behaviour and awareness. The ‘Choose Cadbury’ strategy is a campaign

that clearly shows how a brand can develop and how various messa...