Cadbury

Creatinga lasting feeling or emotion is often central to the endurance and suc sof a confectionary brand.
And few are as recognizable as Cadbury. now owned by Morndelez Inter-national. Cadbury boasts over
122 million in turnover, over 70,000 employees, and a global reach spanning 50 countries.

Though they have had their share of ups and downs through

the

years, clever and memorable marketing has ensured that the

British confectioner has a fixed presence in consumers' minds.

The brand dates to 1824, when founclenobr edbury

Dairy Milk reveie rose by 9 percert uring the carmpaign,

Bimingham A a unker,

opened a general grocer's she

fo a subcoriscious positive resporse

head, he offered

he believed that aloohol w

oward he brant

Carmeat st fhe right tie, as Cadbury

"healthier altemathves like

wes. mirecl I lanrpe

oy olosures, nut allergy scandala, and

Customers oouldnt get eno

dinkinga ahooolate, whlch

SOers over is acquisition by U8-based

he made by hand using a mortar and pestle. By 1831CadbunyMondelez. Ccdbury leweraged digital
marketing'a affinity for

had punchased a four-foowarH

rapict dssermination byoffectivety engineering a viral hit. It

drinking chocolate on aoommencialcale and the aour

BUDported this strategy by irntegrating what had becorne the

manufacturing business was bomAdecade atkiury wHSoCadbury gorill acrOss traditional channels as well
sellng multiple varietles ot trinking choOlate, and the busineassuch as billboards, Tand cinerna,
magazines, riewspapers,

was growing raply n 905, Geone CadburyUr. launched

nd sponsoredvents in a P62 milon caaior

their most iconic product, Dainy Milk, whikch b

h became Cadbur's

The brarnd contirues to follow this ch, as s6en in

bipgest seller by the beginning of the Flrst Warld VWar and took the "Murm's Birthday" campalgn and
Tpo the 201Os. It

Over the UK chocolate market by the 1920s.

oCUed on ESociations with positive emotional experiencas.

Cadburyis known tor its olten eccentric but awS

aiming to tug at the neatstrings ofcuatomers with feelings

memorable marketing. From its

inception and throucb th

afwamtl and cara. They asomade consistent effórts to

1920s th ina choooatewas purponed to be ahoat

tegrate the marketing cormnication delverd throuch

dhnk tha

mprNe Ihe

adtoname

CUstomers sTrength.he glass

means like TM with sociamedla where it delivered

and ahalt campagn in929 aimed to

aailorTade orand lmpression to

mers va FacabaGk

t tne time that milk wsanim

Iter, Pintersst, and the like. Cadbury mantains individual

do mare for their children withi Dain Mlk bynsuing hat

Faceboak and Twitter pages or each of ts ines ineluding

they got enough nutritior while making them heppy

Dairy Milk Creme Egg, and Wispa etforts to engage with

By then, Cacdbury had realized the efficacy of creating an

ollowers mean hat updates are frequerit after dail Cne

emotioa esponse withi CUstomers. In the 950s and 19605.

oadbUy s socal meda canpagns aS ta

Sadbuny tnede ogt

aget the consumers tian Dng

enge to build a giant"Like button out of Dair Mik choeo

anainst the ardaader cu tUral consenvaveness

E with easer posts leading Lp lo the event falewed by

Gins ampalgn meert to conVey

leelings o desire

and

a livestream with audience engagerment, including live chat

iidugence. Around the 1970s Cadbury bEgan to experimenesponses

weith catchier more eccentrc Mmarketing, sUchas the taglineor ats succe55es Cacbunenas also had ils
share

Everyone Is futt arndnutcase which UDCESSTul y sa an

oncable nisses In 2019 lauriched a campa qn that

incresin the sales of Frui and Nut bars by cver O percent.

istorisaly importarit

areas in the Unitec Kingde

n the 19g0e Cabury made

another iconic carmpa grn by

AnooUDoGhen

Speriding E10 millian on sponsori no the wdevu

opulaUK T
Centiecs and treasures Tha campagnWas he-

Soap Coronation Street In a TV adthat very closely resembled

MCzd 95 esp- and intensely stupid by

the opening creats oteshom he brndcenented itSelf n

T-

Dlogists

Were sevenasues thera was the

the vieVwers miGs andas

Lddeny nSSod wtim

threat ot aoting oM Gnildren in thase aneas

the activities were

the emotional experiences tnet the ewurs had derived

Subject to Marying laws across dirferent parts of the United

walchirg the shaw. Hoever thls ony lasted as longas the

ingdom, Potenlally leading customers to break local laws;

Bsspcietion withi the shov waE Rt La thie brand'a wider

aattached to children using

marketing oommunication strategy. n2006.fe decade long

Aei

Mgmeh gc acbur immedlately with-

CM

PgOAtRe too late that thalr over

it, theeWere nuarE that anltaAMEKAA

aging

sponisorship incoatblDV0 A9E

One of e mastampsMAgna

e aSICeraM ane of Cadbury's most

Gorilla ad from 2007 anthabur

MMGMMMARGMM AIGNegMSle trom the poES

yet memorable ads ng

arlla suit s

Teaad 9whAt aten actors may have

Seen pertoming he intdation oCG

gn

the Ar onight" belone aeaa MA hAA

2ThOghout

adbury has used a variety

Dairy Miik bar with the alagan Gng Hai Full of o

af stratagiasLI A rad use so many difterent

he two images have ne aRelalan bween them, yet

strategles?

the ad is argably CadbunwGemra Though aome

viewers may have aenM emAityng juMtapaal

tion of gorilla and cliocolale, MAEle a O ad WAA Man

about entertaining hewer an

Altohingda a Rhem

Delore deployig strabegias that seak to allcit an emotion?