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This thing was highlighted in one more ad under this campaign itself where a grandfather is
shown playing with his grandson helping make bubbles out of a tube after immersing in the
soap filled water, then showing a mother playing with her daughter, then showing a young
adult trying roller skates along with a young kid, a pregnant lady demanding a chocolate
from her husband saying that the kid in her womb also wants it. These campaigns have been
so touching that it made people go for them for sure and without the fear of eating them in
public.
Cadbury applies a Tailored Strategy (i.e. customising for segments) by dividing it into
various segments with its various product sizes, such as: break segment, impulse
segment, take-home segment and gift segment.
Cadbury has various product sizes:
Small sizes/ chocolate bars (50-60g), e.g. Twirl bar, Crunchie bar, etc.
Cadbury has many products to target specific segments that cover a broad range
of consumers:
Pre-teen products that attract children age 9-12 (e.g. Caramello and
Freddo)
Other product ranges such as Old Gold blocks, Chocolate blocks, etc.
attract consumers of all ages
They primarily use purple for their trademark packaging with colour accents for
different products, depending on the targeted demographic
Reduced: The classic bar has been shrunk from 49g to 45g as part of the re-launch as a new 'curved'
shape - but the price remains the same at 59p. The old bar is pictured top with the new one below