Zephyr PR’s Post

Cadbury is 200 years old. As it recognises this milestone, will the company also acknowledge the impact the founding business had as it extracted resources and exploited workers from British colonies in the late 1800s/early 1900s? Although now owned by Mondelēz International, Cadbury is a distinctively British brand and chocolate consumption is directly linked to the Transatlantic Slave Trade in sugar and extraction of cocoa primarily from West Africa. As I research the impact of retail racism in the UK, I believe British-founded companies should take responsibility for histories that were built on racialised economic practices that 1) enriched the nation and specific British families and 2) disportionately impacted communities in colonised nations and their descendants. Should such companies be considering reparations as they 'celebrate' such milestones? #retail #research #joiningthedots

Did you know this about Cadbury? Cadbury was founded in 1824 in Birmingham, England, by John Cadbury. Dairy Milk chocolate, which was launched in 1905, used a higher proportion of milk in the recipe than rival products. This year the Mondelez brand Cadbury completed 200 years of its existence. This campaign by Mondelēz International in celebration of 200 years of the #Cadbury brand stands out for the same reason to me. Generosity = Cadbury, brand messaging conveyed effortlessly. Also, the element that the brand has stood for through the centuries is communicated to its audience brilliantly. The ideas that may seem simple are more powerful than the rest. #marketing #advertising #FMCG #storytelling #branding #strategy

The latest RED C Research Brand Reaction Index (BRI) reveals Cadbury Dairy Milk retains the top spot as Ireland’s most emotionally connected brand for the third year in a row, with FMCG brands occupying 5 out of the top 10 places. BRI uses facial expressions which act as shortcuts enabling consumers to connect emotions with brands. Testing emotions is important for brands as it is an indicator of future brand growth. This year we tested 177 brands in Ireland. Check out the full report: https://bit.ly/3VTDoVc If you want to find out more about your brand and its context with competitors, get in touch with us at info@redcresearch. Cadbury Ireland Limited, Tayto Snacks, Brennans Bakeries, Fáilte Ireland, Aldi Ireland, Dunnes Stores, Flahavan's, Irish League of Credit Unions, McVitie's, Lidl Ireland #SeeMoreClearly #Brands #Marketing #MarketResearch #BrandReactionIndex #BRI

How can a company deal with a bad example of publicity? Dealing with negative publicity is no easy feat, and Cadbury's Dairy Milk, a household name today, can attest to that. In 2003, this beloved chocolate faced a significant setback. In October of that year, customers were surprised to find an issue with the chocolate's outer layer. But Cadbury didn't back down – they embraced a solution by introducing double-wrapped packaging, combining a plastic wrapper and aluminum foil. The investment in this imported machinery amounted to 15 crores, increasing their costs by 10-15%. Remarkably, despite the added expenses, Cadbury chose not to burden consumers by maintaining the chocolate's original price. Enter "Project Vishwas" – a commitment to quality control. Cadbury checked numerous retail outlets to ensure their product met the highest standards. Simultaneously, a robust marketing push was initiated, featuring Amitabh Bachchan as the brand ambassador with the message "Be sweet. Tell people." The result? A remarkable turnaround in just six months. Cadbury's sales soared once again. This story is a testament to Cadbury's resilience, proving that proactive measures and consumer trust can transform challenges into triumphs. #brandsuccess #marketing #publicrelations #cadbury #success #motivation #business #successstories

"Spurred on by the hype and excitement caused by ‘Gorilla’, Cadbury immediately ordered a follow-up campaign. You'd think that nothing could be simpler, yet despite a similar strategy, the same brief, same agency director, same campaign objective and media budget, the sequel did not meet client expectations at all." Sometimes, even with the same ingredients, the recipe doesn't yield the same delicious results. This section from the book I'm reading over the summer highlights Cadbury's attempt to replicate the success of their iconic 'Gorilla' ad, only to fall short despite using the same creative team and strategy. It’s a stark reminder that in marketing, as in life, there's no guaranteed formula for success. This conundrum reminds me of the famous Harvard business case study on New Coke. Despite extensive market research and a similar strategy to revamp the brand, Coca-Cola's decision to replace its classic formula with New Coke in the 1980s backfired spectacularly. What are your thoughts on replicating success? Have you faced similar challenges in your work? Share your experiences below! #Marketing #BrandManagement #BusinessInsights #ReadingJourney #SummerReads

One of the key strengths of our PRIZM+ ad testing service with FUTURE PROOF INSIGHTS | Consumer Neuro is that we can benchmark performance by individual metrics, target demographics, and even change over time.

One of the key strengths of our PRIZM+ ad testing service with FUTURE PROOF INSIGHTS | Consumer Neuro is that we can benchmark performance by individual metrics, target demographics, and even change over time. https://lnkd.in/epAGDpbq

Unwrapping Sweet Success with Cadbury Dairy Milk! Dive into the world of Cadbury Dairy Milk, where chocolate isn't just a treat—it's an experience! 🍫✨ In my latest case studies, I will unearth how this iconic brand has mastered the art of creating emotional connections, building brand loyalty, and driving innovation. Let's unfold these stories together and get inspired by Cadbury's journey of sweet triumphs! 🌍💜 I would love to know your valuable inputs in below 👇 comments box ☑️. #CadburyDairyMilk #BrandSuccess #MarketingMagic #SweetStories #Innovation #BrandLoyalty #MarketingCaseStudy

Increasing your penetration is hard on a mature market.

How one brand stole the thunder this Valentin’s day! It may be a surprise to many Mondelēz International owns both 5 star and Dairy Milk. They used both brands to target the opposite spectrum of the D-Day or should I say V-Day. 5 Star was used to target the singles and those opposed to V-Day. Dairy Milk targeted those in love 🥰. The advantage here is that Mondelēz International is a low key name while 5 star and dairy milk are strong brands on their own. This helps in targeting opposite sides without getting the customer confused. Do you know of any other instance where one company used two brands to target the entire spectrum of the market and pulled it off successfully?