case study on cadbury

Cadbury Crisis Management Case Study: Preserving Trust in Times of Crisis

In the realm of beloved chocolate brands, Cadbury has long held a cherished place in the hearts and taste buds of consumers worldwide.

However, even the most esteemed companies are not immune to crises that can pose significant threats to their reputation.

Effective crisis management becomes paramount in such moments, serving as the linchpin in preserving brand equity and consumer trust.

In this blog post, we delve into the realm of Cadbury’s crisis management, exploring a notable incident that tested the brand’s resilience and examining the strategies they employed to navigate the storm.

By understanding Cadbury’s response and the lessons gleaned from their experience, we can gain valuable insights into crisis management in the food industry and the critical importance of safeguarding brand reputation.

The Cadbury crisis: an overview 

In October 2003, just a month before the festive season of Diwali, customers in Mumbai reported the discovery of worms in Cadbury Dairy Milk chocolates. Responding promptly, the Maharashtra Food and Drug Administration (FDA) took action by seizing chocolate stocks produced at Cadbury’s Pune plant.

Cadbury defended itself by stating that the infestation could not have occurred during the manufacturing process and suggested that poor storage at retailers might have been the cause of the reported worm cases.

However, the FDA remained unconvinced. Uttam Khobragade, the FDA commissioner, expressed doubts, stating, “While it was presumed that worms entered the chocolates during storage, what about the packaging? If the packaging was not proper or airtight, it could be considered a manufacturing defect due to unhygienic conditions or improper packaging.”

This exchange of allegations and counter-allegations between Cadbury and the FDA led to negative publicity that significantly impacted Cadbury’s sales. During a time when Cadbury typically experiences a 15% sales boost due to festive season demand, their sales dropped by 30%. As a result, Cadbury’s advertising went off air for a month and a half following Diwali, as consumers seemed to lose interest in their chocolate cravings.

Facing intense scrutiny, Cadbury took action by launching an education initiative called “Vishwa’s” in October itself. This initiative aimed to educate 190,000 retailers in key states. However, it was what Cadbury did in January 2004 that truly helped restore the brand’s reputation.

Investing around Rs 15 crore (Rs 150 million), Cadbury revamped the packaging of Dairy Milk by introducing imported machinery. The new metallic poly-flow packaging, despite being costlier by 10-15%, did not lead to a price increase for the product.

Bharat Puri, managing director of Cadbury’s India, stated, “Although we are addressing a few bars out of the 30 million we sell every month, we believe that as a responsible company, consumers should have complete faith in our products. So, even if it requires significant investment and change, we must not let consumer confidence erode.”

Simultaneously, Cadbury enlisted the support of brand ambassador Amitabh Bachchan for extensive endorsement, with the actor risking his personal reputation for the brand.

Cadbury also increased advertising spending for the January to March quarter by more than 15%. The brand’s recovery began in May 2004, and by June, Cadbury claimed that consumer confidence had been restored. Experts believe that Cadbury’s success was due to their proactive and direct approach in addressing the crisis. Moreover, consumers were more forgiving because of the emotional connection they had with the brand in India.

Explanation of the potential impact on Cadbury’s reputation and consumer trust

The potential impact of the crisis on Cadbury’s reputation and consumer trust cannot be overstated. Cadbury had spent years cultivating a strong brand image built on trust, quality, and indulgence.

Consumers who had long associated Cadbury with delightful moments and safe indulgence were suddenly confronted with doubts and concerns about the integrity of the brand.

The presence of foreign objects in their beloved chocolate bars not only raised immediate health and safety worries but also shook the trust that consumers had placed in Cadbury’s manufacturing processes.

The crisis threatened to erode the emotional connection between Cadbury and its customers, potentially leading to long-lasting damage to the brand’s reputation and a loss of consumer loyalty. The way Cadbury handled the crisis would be critical in determining whether they could restore faith in their products and reassure customers that their commitment to quality and safety remained unwavering.

Cadbury’s Response: Swift and Transparent Action 

Here are three points that explain the response of Cadbury to the crisis:

A. Immediate actions taken by Cadbury to address the crisis

Recognizing the urgency of the situation, Cadbury swiftly sprang into action to address the crisis and mitigate its impact on consumer trust. Their response was marked by a combination of transparency, accountability, and proactive measures. First and foremost, Cadbury initiated an immediate recall of the affected products from the market, demonstrating their commitment to ensuring consumer safety.

This recall was accompanied by clear and concise public announcements, both through traditional media channels and online platforms, informing consumers about the issue and advising them to refrain from consuming the affected products.

Cadbury launched an internal investigation in collaboration with independent third-party experts. This step aimed to determine how the foreign objects had made their way into the production process and identify any potential lapses in quality control.

In addition to the recall and investigation, Cadbury established a dedicated consumer helpline and email contact to address any concerns or inquiries from customers. This direct line of communication allowed affected individuals to seek information and assistance, demonstrating Cadbury’s commitment to maintaining open dialogue with their consumer base.

Moreover, Cadbury proactively engaged with regulatory bodies, such as food safety authorities and government agencies, to ensure compliance with relevant regulations and collaborate on resolving the crisis. This collaboration helped in conducting thorough investigations, sharing information, and implementing corrective measures.

Throughout their response, Cadbury remained transparent, providing regular updates to the public and stakeholders on the progress made in resolving the crisis. By openly acknowledging the issue and taking swift action, Cadbury aimed to rebuild consumer trust and demonstrate their commitment to the highest standards of product safety and quality.

B. Emphasis on transparency, open communication, and acknowledgement of the issue

Cadbury recognized the critical role of transparency, open communication, and sincere acknowledgement in their crisis management strategy. Understanding that silence or evasion could further erode consumer trust, they chose a different path.

From the onset, Cadbury openly acknowledged the issue, taking full responsibility for the presence of foreign objects in their products. They did not attempt to downplay or minimize the severity of the situation, but rather acknowledged the potential risks and concerns that consumers may have.

To ensure transparent communication, Cadbury provided regular updates to the public and stakeholders about the progress of their investigations, steps taken to address the issue, and any findings or developments. This transparency helped to build confidence among consumers that Cadbury was actively working to rectify the situation and prevent similar incidents in the future.

Moreover, Cadbury prioritized open communication channels with their consumers. They promptly established a dedicated helpline and email contact to address individual inquiries and concerns. By providing accessible means for consumers to voice their questions or fears, Cadbury demonstrated a commitment to engaging in two-way communication and actively listening to their customers.

Engagement with customers, media, and regulatory bodies

Cadbury demonstrated proactive engagement with various stakeholders throughout the crisis, including customers, media, and regulatory bodies. Here are some examples of their efforts:

• Customers: Cadbury promptly set up a dedicated helpline and email contact to address customer inquiries, concerns, and feedback. This direct line of communication allowed affected individuals to seek information, share their experiences, and receive assistance from Cadbury’s customer service team.
• Media: Cadbury issued press releases and media statements to communicate their response to the crisis, including the immediate recall, investigation, and measures being implemented to ensure product safety. These official statements aimed to provide accurate information and address media inquiries promptly.
• Regulatory bodies: Cadbury collaborated closely with relevant food safety authorities and regulatory bodies to ensure compliance with regulations and to share information regarding the crisis. This collaboration helped in conducting thorough investigations and implementing appropriate corrective actions.

Evaluation of Cadbury’s crisis management approach and its effectiveness

Cadbury’s crisis management approach can be evaluated as highly effective based on several key factors:

• Swift and proactive response: Cadbury’s immediate actions, including the recall of affected products and launching an internal investigation, demonstrated a sense of urgency and a commitment to addressing the crisis promptly. This swift response helped contain the situation and prevent further harm to consumers.
• Transparency and open communication: Cadbury’s emphasis on transparency and open communication was commendable. They openly acknowledged the issue, took responsibility, and provided regular updates to the public, customers, media, and regulatory bodies. This transparency fostered trust and allowed stakeholders to stay informed throughout the crisis.
• Stakeholder engagement: Cadbury actively engaged with stakeholders such as customers, media, and regulatory bodies. They established a dedicated helpline and email contact for customers, responded to media inquiries, and collaborated with regulatory authorities. This proactive engagement demonstrated a commitment to listening, addressing concerns, and working collaboratively to resolve the crisis.
• Accountability and commitment to quality: By taking responsibility for the contamination incident, Cadbury showed accountability for the lapse in their manufacturing processes. They acknowledged the potential harm caused to consumers and reassured them of their commitment to maintaining the highest standards of quality and safety.
• Learning and improvement: Cadbury’s crisis management approach also involved conducting internal investigations, collaborating with third-party experts, and implementing corrective measures. This commitment to learning from the incident and making necessary improvements indicated a proactive approach to preventing future occurrences and continuously enhancing product safety.

Identification of key lessons and best practices for crisis management in the food industry

Identification of key lessons and best practices for crisis management in the food industry:

• Prioritize consumer safety: The primary focus during a crisis in the food industry should be on ensuring consumer safety. Swift actions, such as recalls and investigations, must be taken to address any potential risks and protect consumers from harm.
• Transparency and open communication: Transparency is crucial in maintaining trust during a crisis. Companies should openly acknowledge the issue, provide timely and accurate information to stakeholders, and communicate updates regularly. This includes engaging with customers, media, and regulatory bodies to address concerns and share progress.
• Swift response and proactive measures: Time is of the essence in crisis management. Acting swiftly to contain the issue, launching investigations, and implementing corrective actions demonstrate a commitment to resolving the crisis effectively and minimizing its impact.
• Establish a dedicated crisis management team: Having a designated crisis management team with clear roles and responsibilities is essential. This team should be equipped to handle crisis situations, make quick decisions, and coordinate communication across various channels.
• Collaborate with stakeholders: Engage with relevant stakeholders, including customers, media, and regulatory bodies. Collaborating with regulatory authorities ensures compliance and regulatory support, while open communication with customers and media helps address concerns, provide accurate information, and rebuild trust.
• Learn from the crisis: Conduct thorough investigations to identify the root cause of the crisis. This allows for improvements in manufacturing processes, quality control measures, and overall safety protocols to prevent similar incidents in the future. Continuously learning and adapting based on the crisis experience is vital.
• Preparedness through crisis simulations: Conducting crisis simulations and drills in advance can help organizations prepare for potential crises. These simulations allow teams to practice their response strategies, identify gaps, and refine their crisis management plans.
• Monitor and respond to social media : Social media plays a significant role in crisis communication. Monitor social media platforms to gauge public sentiment, address customer concerns, and promptly respond to queries or complaints.
• Maintain brand consistency: During a crisis, it is essential to maintain consistency in messaging and actions across all communication channels. This consistency helps in building trust and avoiding confusion among stakeholders.
• Rebuild trust through actions: Regaining consumer trust takes time. Implement measures to enhance product safety, quality control, and quality assurance processes. Launch consumer-centric initiatives and communicate these actions to demonstrate the brand’s commitment to customer satisfaction and safety.

Final Words 

Cadbury’s crisis management approach serves as an excellent example of effective strategies and best practices in the food industry. By swiftly addressing the crisis, prioritizing consumer safety, and embracing transparency, Cadbury demonstrated their commitment to their customers and their brand integrity.

The lessons learned from Cadbury’s crisis management are applicable to any organization in the food industry. Prioritizing consumer safety should always be the guiding principle, followed by open communication with stakeholders and a proactive approach to resolving the issue.

Remember, a crisis can be an opportunity to showcase a company’s resilience and commitment to its customers. By implementing these best practices and being prepared, organizations can navigate crises with greater confidence, protect their brand reputation, and rebuild trust even in the face of adversity.

About The Author

Tahir Abbas

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Cadbury Marketing Strategy: A Case Study

• February 1, 2024

Cadbury marketing strategy – Cadbury , the renowned multinational confectionery brand, has been delighting chocolate lovers for nearly two centuries with its wide range of delectable treats. From the iconic Dairy Milk chocolate bars to biscuits, cakes, and beverages, Cadbury has established itself as a global leader in the confectionery industry. 

But what sets Cadbury apart from its competitors? It’s their carefully crafted and successful marketing strategy. In this article, we will explore the key ingredients that make up Cadbury marketing strategy recipe for sweet success.

Read More : 7 Coca Cola Marketing Strategy 2024 – A Case Study

The Origins of Cadbury: A Chocolate Revolution

Cadbury’s journey began in 1824 when Quaker John Cadbury started selling tea, coffee, and drinking chocolate in Birmingham, England. His passion for chocolate led him to create a heavenly chocolate drink that soon gained popularity. 

As the business grew, Cadbury expanded its offerings and started producing chocolate bars. With the introduction of their first chocolate bar in 1849, Cadbury began its chocolate revolution.

Building a Strong Brand Identity

Cadbury marketing strategy – One of the essential elements of Cadbury marketing strategy is its strong brand identity. The Cadbury logo, with its vibrant purple background and bold typography, represents the brand’s simplicity, accessibility, and timelessness. 

It instantly captures the attention of consumers and creates a sense of familiarity and trust. Cadbury has also introduced a limited-edition golden logo, symbolizing exclusivity and elegance for their premium products.

Product Mix: Catering to Every Sweet Tooth

Cadbury marketing strategy – Cadbury’s product mix is diverse, offering something for every sweet tooth. From their classic Dairy Milk bars to a wide range of candies, gums, biscuits, and beverages, Cadbury has a treat for everyone. 

They continuously innovate and develop new flavors and products to cater to different market segments and meet the rising tastes and preferences of consumers. Cadbury’s product range includes iconic brands like Bournville, Eclairs, Oreo, Perk, and Dairy Milk Silk.

Pricing Strategy: Balancing Affordability and Luxury

Cadbury’s pricing strategy is carefully balanced to cater to a wide range of consumers. They offer products at various price points, ensuring affordability for cost-conscious consumers while also providing luxury experiences for those willing to indulge. 

Cadbury employs different pricing strategies, including skimming pricing for premium products like Cadbury Silk and economy pricing for mass-market favorites like Dairy Milk. Bundle pricing is also utilized during holiday seasons to offer value packs and attract more customers.

Extensive Distribution Network: Reaching Every Corner

Cadbury marketing strategy – Cadbury’s extensive distribution network plays a vital role in its global success. With production facilities in multiple countries and sales offices in major cities, Cadbury ensures its products are available in urban and rural areas alike. 

Their chocolates can be found in supermarkets, corner shops, and grocers worldwide. Additionally, Cadbury embraces e-commerce, making its products easily accessible through online platforms. Wholesalers, distributors, and vending machines also contribute to Cadbury’s wide reach.

Promotion: Creating a Sweet Connection

Cadbury marketing strategy revolves around creating an emotional connection with consumers. They employ various advertising techniques to showcase their products, using print and television advertisements to capture the attention of chocolate lovers. 

Cadbury also leverages social media platforms to engage with their audience, sharing enticing images and videos of their chocolates. They run campaigns that evoke nostalgia, celebrate festivals, and promote sharing sweet moments with loved ones.

Public Relations and Sponsorships: Supporting Causes and Celebrations

In addition to traditional advertising, Cadbury utilizes public relations and sponsorships to build its brand reputation and connect with its target audience. They sponsor events like music festivals and sporting competitions, associating their brand with joyful experiences.

Cadbury has also partnered with NGOs to support social causes and recognize unsung heroes. By aligning with these initiatives, Cadbury reinforces its commitment to corporate social responsibility and strengthens its bond with consumers.

Sales Promotion: Tempting Customers with Sweet Deals

Cadbury marketing strategy – Cadbury employs various sales promotion strategies to entice customers and boost sales. They offer discounts, coupons, and competitions to create excitement and incentivize purchases. 

Special promotions like “buy one, get one free” and seasonal offers during holidays attract customers and encourage them to indulge in Cadbury’s delicious treats. These sales promotions not only drive sales but also create a sense of urgency and exclusivity.

Innovation and Research: Sweet Surprises for Every Occasion

Cadbury’s dedication to innovation and research ensures that they constantly surprise their customers with new products and flavors. Their research and development team is constantly experimenting with new ingredients and packaging to create unique and exciting chocolate experiences. 

Cadbury introduces limited-edition products to celebrate festivals and occasions, catering to the evolving tastes and preferences of their consumers.

Building Strong Partnerships: Collaborations for Success

Cadbury marketing strategy – Cadbury understands that success is not achieved alone. They forge partnerships with other businesses to expand their market reach and create unique offerings. 

Collaborations with celebrities, sports teams, and other brands help Cadbury tap into new audiences and create buzz around their products. 

By leveraging the reputation and influence of their partners, Cadbury strengthens its brand presence and builds stronger relationships with consumers.

Digital Marketing Strategy

In the digital age, Cadbury recognizes the importance of a strong online presence. They harness the power of social media platforms to engage with their audience and foster a sense of community. 

Cadbury’s social media accounts feature mouthwatering images, interactive campaigns, and behind-the-scenes glimpses, keeping their followers eagerly anticipating new releases and promotions. 

By actively responding to comments and messages, Cadbury ensures that their customers feel valued and connected.

International Expansion: Spreading Sweetness Worldwide

Cadbury marketing strategy – Cadbury’s global success can be attributed to its expansion into international markets. With production operations in multiple countries and products available in over 50 nations, Cadbury has become a household name worldwide. 

They adapt their marketing strategies to suit different cultural preferences and consumer behaviors, ensuring that their products resonate with local audiences. 

Cadbury’s international presence has helped them gain a diverse customer base and establish themselves as a leader in the confectionery industry.

Read More : 9 Burger King Marketing Strategy – Case Study

Cadbury marketing strategy is a carefully crafted recipe that has contributed to its enduring success. From building a strong brand identity to offering a diverse product mix, employing effective pricing strategies, and leveraging extensive distribution networks, Cadbury has created a sweet connection with consumers worldwide. 

Their promotional efforts, partnerships, and commitment to innovation further differentiate them from their competitors. With a strong online presence and international expansion, Cadbury continues to satisfy sweet tooths everywhere, spreading joy and sweetness one chocolate at a time.

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Marketing Strategy of Cadbury: How it has mastered the art of spreading sweetness

Learn about cadbury's iconic marketing strategy and advertising campaigns. read how cadbury aces the 4ps of marketing mix - product, price, promotion & placement..

• overview#goto" data-overview-topic-param="creating-a-chocolate-empire">Creating a chocolate empire
• overview#goto" data-overview-topic-param="the-rise-of-cadbury-house-in-india">The Rise of Cadbury House in India
• overview#goto" data-overview-topic-param="logo-the-sweet-badge-of-honour">Logo: The Sweet Badge of Honour
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• overview#goto" data-overview-topic-param="marketing-mix-of-cadbury">Marketing mix of Cadbury
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The British multinational confectionery Cadbury has created magnificent confectionaries for almost 200 years, making it every chocolate lover's paradise. It is owned by Mondelez International and is the second-largest confectionery brand in the world, behind Mars, followed by its nearest competitor Nestle, Ferrero, and Miji. Cadbury offers something to satiate any sweet craving, from their well-known Dairy Milk chocolates to other confectionery treats like cakes, biscuits, and beverages.

However, how does it manage to operate in over 50 countries and employ nearly 50,000 people? How did Mondelez India Foods Private Limited report a 16% year-on-year jump in FY22 revenues to ₹9,296 crore ?

Read on as we evaluate how Cadbury's marketing strategy adds a little sweetness to our lives every day.

How cocoa essence helped create a chocolate empire

A dream and a passion for chocolate marked the beginning of Cadbury's history. To create chocolate that anybody might enjoy, Quaker John Cadbury who sold tea, coffee, and drinking chocolate founded his company in Birmingham, South west England, in 1824.

Starting with a humble pestle and mortar, he ground cocoa beans to make a chocolate drink that was nothing short of heavenly. As the business grew, John Cadbury moved to a larger factory on Bridge Street and began to craft chocolate bars, marking the beginning of a chocolate revolution.

Benjamin, John's brother, soon joined the company and helped it grow by introducing new products and flavors. Cadbury company launched its first chocolate bar in 1849.

Source: Telegraph

Following the incorporation of their company as "Cadbury Brothers Limited" and the realization that business was booming, the brothers decided to build a new factory named Bournville Estate in the Birmingham suburb of Bournville in 1866 to better the lives of its employees. The factory offered housing and entertainment, ensuring that the chocolate was not only delicious but also produced ethically.

Source: Prints and ephemera

Cadbury was one of the big three British confectionery manufacturers throughout much of the 19th and 20th centuries. In 1969 Cadbury merged with Schweppes brand — an American beverage business. It was known as Cadbury Schweppes plc until 2008, only to be acquired by Kraft foods inc. in 2010. Cadbury is now owned by Mondelez International.

Cadbury has expanded over the years by buying other businesses, releasing new products, and entering new markets. Currently, it is one of the largest sectors in the global confections market and is renowned for its excellence and innovation.

In 1990, Cadbury introduced Cadbury World. It offers visitors the chance to learn about the history of Cadbury chocolate and see how it is made.

The Rise of Cadbury House in India

When Cadbury, the pride of Mondelez International, made its foray into India in 1948, it brought some sweetness to the nation by establishing its corporate headquarters in the bustling metropolis of Mumbai, Maharashtra.

Following the initial import of its well-known chocolates, Cadbury India quickly gained a monopoly in the market, with Cadbury's chocolate confectioneries portfolio accounting for an value share of 70%. Stunningly, the well-liked Dairy Milk brand alone held 40% of the whole Indian chocolate market.

As the years passed, Cadbury India's confectionery company expanded its selection of products in India by introducing several delectable Cadbury products like biscuits, candies, and beverages, solidifying its position as a household name. With Cadbury products like the beloved Cadbury Bournvita, Gems, 5-star, Eclairs, Cadbury Dairy Milk Silk, Crispello, Tang, and Oreo in addition to the traditional Dairy Milk, Cadbury has come to symbolize nostalgia for many Indians.

In 2021, the maker of Cadbury Dairy Milk reported a revenue of $1.2 billion in India. Mondelez International aims to push up India revenue to $2 billion by 2030.

Logo: The Sweet Badge of Honour

The creation of the Cadbury logo shows the company's dedication to not just producing high-quality chocolate products but also to develop a visual identity that captures its rich heritage and commitment to excellence.

The initial logo, which included a stylized representation of a cocoa tree, made a subtle reference to the company's history in the chocolate industry. But the brand's determination to stay current was evident in the more modern and abstract style that came next, being inspired by William Cadbury's sign.

Source: Logos World

The current logo uses a strong typeface against a vibrant purple background to represent the brand's simplicity, accessibility, and timelessness.

Cadbury company also released a limited-edition version of the logo in its gold form, which is only used for the priciest and most exclusive items and promotions. The conventional purple logo is no longer the only option. The golden version of the logo conveys exclusivity and elegance, elevating the already well-known Cadbury brand to new levels of sophistication. It looks like an encrusted badge of honor.

Target Audience

Cadbury's customer base is diverse, ranging from the smallest candy enthusiasts to the pickiest chocolate connoisseurs. The company's sumptuous treats, which range from conventional chocolate bars to lavish chocolate boxes, are enjoyed by people of all ages. Whether you're looking for a tasty treat to enjoy on your own or a gift to give to loved ones, Cadbury India has something to meet every occasion.

Marketing mix of Cadbury

Cadbury has a recipe for success that is as sweet as its treats. The secret ingredient? A well-crafted marketing mix that tantalizes the taste buds of chocolate lovers everywhere. From the delectable products to the irresistible prices, to the convenient distribution channels, and the alluring Cadbury promotions, Cadbury's marketing mix is a symphony of deliciousness. Each element of the Cadbury marketing mix is carefully crafted to create a cohesive and irresistible experience for the customer.

Here's a closer look at how the Cadbury marketing mix makes every day a little sweeter:

The Cadbury product collection is as diverse as a box of chocolates, offering something for every sweet tooth to enjoy. All ages can enjoy their chocolates, which range from classic Cadbury Dairy Milk bars to the decadent delight of Creme Eggs. They also provide a vast variety of candies, gum, and pastries that will take you on a sweet experience.

The broad product list includes several Cadbury items, such as Bournville, Bournvita, Tang, Crunchie, Cadbury Dairy Milk, Dairy Milk Fruit & Nut, Caramel, Cadbury Five Star, Cadbury Dairy Milk Silk,Perk, BournVita, Bytes, Oreo, Crispello, Eclairs, etc which gives a unique take on the original Cadbury flavor.

Source: Cadbury

Want to reward yourself with a holiday treat? Cadbury India has you covered with special chocolate gifts that are suitable for any occasion, including Cadbury Celebration boxes for Diwali and Rakshabandhan, Easter eggs, Christmas selection boxes, and more.

Cadbury's product mix provides a range of options tailored to different market segments, making it a veritable gold mine of delectable treats just waiting to be discovered. Mondelez India expanded its Choco-bakery segment recently with its chocobake cookies.

Source: Instagram

Cadbury India offers a tempting selection of goods at various pricing points. Cadbury's pricing strategy is a delicate dance between production costs, market competitiveness, and consumer desire. It offers everything from affordable, mass-market options to luxury experiences.

While the business's more luxury products, like gift boxes and expensive dark chocolate bars like Bournville or Cadbury temptations, Cadbury Dairy Milk Silk tempts those looking to indulge. Its primary range of chocolate confectionery like Eclairs, Cadbury dairy milk, and 5-Star fulfills the sweet tooth of customers on a modest budget. But that is not the end of Cadbury's mouthwatering symphony. In addition, a wide selection of expertly made cookies treats, and beverages are offered, satisfying a range of tastes and preferences.

Each Cadbury product, including Bournvita, Tang, Oreo, Dairy Milk Silk, and Dairy Milk chocolate, offers a distinctive flavor sensation at a price that has been carefully matched to the target consumer and the product's ingredients.

Cadbury India constantly evaluates its pricing strategy to make sure it keeps its position as the market leader in the chocolate confectionery business while also remaining competitive, which results in every piece of chocolate being delectable and fulfilling.

By cleverly designing a global distribution strategy, Cadbury ensures that its delicious chocolate delicacies are available in every corner of the globe — urban and rural areas. The company's primary markets include the UK, Ireland, Canada, India, Australia, New Zealand, South Africa, and a few Caribbean countries, but thanks to outposts set up there through subsidiaries and licenses, its reach extends well beyond these borders.

The corporation has production facilities in several countries, including the UK, Poland, Russia, India, and Australia. In India, it has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Hyderabad, Bangalore, and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata, and Chennai.

The products of the corporation have a distinct flavor because of each of their preferences.

Retail locations

Cadbury chocolate bars are available in almost all supermarkets, corner shops, and grocers.

Source: Economic Times

Online Sales

Cadbury products are freely accessible on their website and other e-commerce sites for individuals who prefer the convenience of online shopping.

To ensure that its chocolate bars reach every nook and crevice of the market, Cadbury India also makes its products available to wholesalers and distributors, who serve as the industry's gatekeepers.

Direct sales

Cadbury products are also offered through company-owned establishments and vending machines for individuals who enjoy a decent vending machine experience.

Cadbury ships its goods to a large number of nations to make sure that everyone can enjoy a taste of Cadbury chocolate wherever they may be.

The distribution strategy used by Cadbury is a smart mix of many outlets. The brand stands out and establishes itself as a true worldwide leader in the sector thanks to its constant dedication to making its chocolates accessible to chocolate lovers from urban and rural areas.

As innovative as Cadbury's selection of chocolate flavors is, so to is Cadbury's marketing strategy. To make sure that everyone is continually thinking about their delicious treats, Cadbury India uses a variety of strategies from online to offline campaigns.

Advertising

Cadbury uses a range of advertising techniques to spread the word about its products. They ensure that their chocolate is always in the spotlight by featuring their recognizable Dairy Milk bars in print and television promotions.

Source: Business Insider India

They also take advantage of internet channels to attract younger clients and create a sense of brand community. One successful example is Cadbury's "Tastes Like This Feels" campaign, which used heartwarming commercials to show how chocolate can bring people together to create an emotional connection with consumers.

Public relations

Cadbury uses PR to generate positive press and bolster their brand. To develop their brand and establish relationships with their target demographic, they have sponsored events such as music festivals, sporting competitions, and philanthropic endeavors.

Runners received free chocolate bars as part of Cadbury's partnership with the London Marathon to create positive buzz and boost brand loyalty while Cadbury Fuse served as the 2023 Tata Mumbai Marathon's official snacking partner.

Source: SportsMintMedia

Sales Promotion

Cadbury uses a range of sales promotion strategies, such as discounts, coupons, and competitions, to increase sales and entice new customers. They have developed programs, such as "Buy one, get one free" and "Win a vacation to Cadbury World," to tempt customers to indulge in several chocolate sweets.

Social media marketing

The biggest chocolate manufacturer in the world, Cadbury, is aware that the secret to their success on social media is providing a delectable and entertaining experience for their audience. On a variety of social media platforms, such as Facebook, Twitter, Instagram, and YouTube, they post enticing images and videos of their delectable chocolates.

By introducing new products made of chocolate, running contests, and hosting promotions, Cadbury keeps their customers yearning for more.

But Cadbury goes above and beyond with their social media approach to foster a sense of community around their brand in addition to just selling chocolate. They ensure that their clients feel like they are a part of the Cadbury family by responding to comments and messages and conducting interactive initiatives.

Cadbury's social media marketing ensures that engagement and excitement are maintained year-round for both the brand and its followers. Apart from other social media platforms, YouTube Channel —YouTube Cadbury India is the primary medium for executing marketing campaigns.

However virtual presence is one of the pain points Cadbury India needs to work on to stay ahead of the competition.

Strategies that Define Cadbury

Cadbury, the chocolate connoisseur, has a recipe for success that is as rich and diverse as the chocolate varieties it offers. With a strong sense of brand identity, innovative product development , and great emotive marketing, Cadbury possesses all the elements needed for a successful strategy. What sets Cadbury apart, though, is its ability to forge partnerships that give its marketing strategy a competitive edge.

Strong brand identity

Cadbury's famous purple and white logo represents taste and quality. Chocolate lovers have grown to appreciate and believe in this indulgence promise.

Innovative product development

Cadbury's R&D team is similar to Willy Wonka's chocolate factory in that it constantly tries out new flavors and packaging to create a unique and exciting chocolate experience.

Emotional marketing

Cadbury understands that chocolate is more than just a treat; it's an experience. Cadbury has been able to connect with customers on a deeper level through storytelling and emotional appeal, resulting in loyal fans.

CSR (Corporate Social Responsibility)

Cadbury is conscious of the luxury and responsibility that comes with managing a responsible business. Due to its efforts in sustainable and fair trade, Cadbury has been able to build a strong reputation and form stronger relationships with its customers.

Partnership

Cadbury is aware that success involves more than just one person—it demands a team. Through partnerships with other businesses, Cadbury India has been able to access a larger market and provide consumers with unique and fascinating chocolate experiences. Cadbury partnered with an NGO & the Zee Network to say thanks to the unsung heroes of the lockdown. Cadbury India also partnered with Reliance jio to launch an initiative called ' The Wrapper That Gives .' It also has partnered with Hindustan Unilever Limited.

Marketing Campaigns that helped Cadbury become a part of Indian audiences' celebrations:

Since its debut television advertisement in 1955 to the prized Grand Prix Lion winner for its famous Gorilla campaign at the 2008 Cannes International Festival of Creativity, Cadbury has been known for its meticulously produced and emotionally stirring marketing campaigns. Each advertisement is carefully designed to increase sales and solidify Cadbury's reputation among customers.

Here are successful Marketing campaigns of Cadbury India's from Kuch meetha ho jaaye to Kiss Me jingle.

Kuch Meetha Ho Jaaye" Cadbury marketing campaign

To capitalize on people's craving for sweet moments and festivities, Cadbury India's 2017 "Kuch Meetha Ho Jaaye" campaign used a subtly effective call to action. The lovely campaign successfully combined indulgence, celebration, and the emotive power of sweets to deliver a strong and enduring brand message.

Source: Facebook

Cadbury India did this by combining television advertisements, digital marketing, and carefully chosen promotions and events. It emphasized the emotional connection customers have with Cadbury products, making them the go-to option for satiating sweet cravings. It also highlighted how versatile Cadbury's products are in elevating special occasions, from small events to festivals.

How Far Will You Go for Love

2010 saw the premiere of Cadbury India's "How Far Will You Go For Love" campaign. This astute dairy milk campaign aimed at appealing to the core of human emotions. It challenges consumers to think about the lengths they would go to display their love for others and portrays Cadbury's chocolate goods as potent expressions of devotion through moving advertising, events, and promotions.

To create a strong and durable brand message that engages clients emotionally, the campaign, which was specifically created for millennials, combines nostalgia, romanticism, and longing. It is endorsed by Kartik Aryan, a well-known figure in the young culture, and uses the hashtag #PopYourHeartOut.

Kuch khaas hain Zindagi Mein

When Cadbury launched this ad campaign back in the 90s, it was nothing short of revolutionary. Picture it: A cricket match, a player smashes the ball out of the park, and in that moment of pure elation, a young woman breaks out into an impromptu dance, chocolate bar in hand. It was a scene that shattered stereotypes and defined a new era of chocolate appreciation.

Source: Exchange4media

The lovely campaign was such a hit that Cadbury recently brought it back to life, this time with a twist. A female cricketer hits a six, and a male spectator runs onto the field, dancing with joy. And all the while, the iconic slogan "Kuchh Khaas Hai Zindagi Mein" plays in the background, perfectly capturing the unrestrained love and joy of the moment. This ad campaign by Cadbury India was a game-changer, a true masterpiece of advertising.

Cadbury's Oreo Biscuit: Stay Playful at Home

Amid the Covid-19 pandemic's volatile environment, Cadbury's Oreo India Marketing campaign provided a different and welcome perspective. The campaign's slogan was "Make Way for Play," and its target audience was young children. The message of being safe and at home, which was expertly timed and meticulously planned, provided a sense of optimism and hope during a difficult period.

Source: Digitas

Cadbury Dairy Milk Campaign: Kiss Me Jingle

Advertising jingles have the potential to be a potent instrument for deeply ingraining a brand in consumers' minds when used well. Cadbury brand has provided an instance of this strategy with its enduring and alluring "Kiss Me" jingle. A marketing campaign for the delectable Cadbury Dairy Milk Silk chocolate initially featured a catchy melody.

Since then, it has grown to be identified with the business and has made countless additional appearances in ads. Due to the song and the marketing campaign, Dairy Milk Silk chocolate gained a lot of popularity, and its allure has persisted throughout time.

Strategies to steal from Marketing Strategy of Cadbury:

Here are some major takeaways marketers and business owners can have from the Cadbury marketing strategy:

A brand that warms the heart

The major objective of the Cadbury marketing strategy is to establish a strong emotional bond with its customers. They are adept at using alliances, sponsorships, and focused advertising to make their brand appear like a cozy embrace on a frigid day. Developing strong emotional bonds with clients could be a very successful strategy for boosting brand awareness and loyalty.

A taste of the immersive

Cadbury uses experiential marketing to provide its customers with a first-hand encounter with the brand. Through the immersive experiences they provide, customers can engage with the business uniquely and memorably. Experiential marketing strategy can create original and memorable brand experiences for customers.

A buffet of sweet treats

Cadbury's product mix is as diverse as a box of chocolates, with something for every sweet tooth. From classic Dairy Milk bars to the gooey, delicious goodness of Creme Eggs, they cater to all tastes. Offering a diversified product mix can help to cater to different consumer preferences and tastes, increasing sales and market share.

Pricing that's just right

Cadbury has a dynamic pricing strategy that is tailored to different market segments. They provide a combination of skimming, penetration , price discrimination, and bundle pricing to make sure that everyone can indulge in their delectable pleasures. A dynamic pricing approach might help you reach out to different market segments while remaining profitable.

Always within reach

Because of the company's extensive network of distribution channels, which is as extensive as its chocolate bars, Cadbury chocolate is always readily accessible. Retail establishments, online sales, wholesale, direct sales, and export are all ways to get products. Having a wide distribution network can increase the availability of products and make it more convenient for customers to purchase.

Promotion that's hard to resist

Cadbury's marketing strategy is equally inventive as its variety of chocolate flavors. They employ different marketing strategies, such as direct marketing, personal selling, sales promotion planning, marketing campaigns, and public relations, to make sure that everyone is constantly thinking about their delectable delights. Brands may raise their awareness and boost sales by developing innovative and captivating promotion techniques.

Quality and innovation at the core

Cadbury's marketing and product activities reflect the excellence and innovation for which the company is renowned. This is evident in their commitment to using products from ethical and sustainable sources, as well as in their constant introduction of fresh goods and flavors. Setting innovation and quality as top priorities can help a business stand out from the competition and earn a reputation for excellence.

In closing, the best way to describe Cadbury's marketing strategy is as a masterful blend of brand development, nostalgia, and innovation. Cadbury has been effective in building familiarity and trust with its target audience by leveraging the power of indulgence and commercial themes that evoke nostalgia.

The strategic partnerships that Cadbury has developed with important parties, like suppliers and retailers, have helped to strengthen its position as the market leader in the global confectionery industry. The Cadbury marketing strategy is a fascinating case study for the marketing sector because of the convergence of all these factors. To get your foot in the snacking market you can also go through Dunkin Donuts marketing strategy.

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Case Study On Cadbury’s Digital Marketing Strategies [Download PDF]

• November 23, 2022

Table of Contents

Did you know that Cadbury initially sold drinking chocolate and labelled itself a healthy drink? This was way back in 1824, and well, fast forward to 2022. All we can think of when one says chocolate is Cadbury. What happened between these years (or centuries) is a testament to how Cadbury jumped on every opportunity and established its brand name worldwide.

To sell really tasty chocolate isn’t that difficult, but to sell it as Cadbury does, is something to learn from! This blog will discuss how Cadbury used the digital platform for branding and earned a name for itself amongst the competition. 

Let’s first understand more about Cadbury’s digital marketing strategies;

About Cadbury

Cadbury built its very first manufacturing unit in India in 1948. They now have a total of five manufacturing units and one cocoa operation across India. The market share of Cadbury India is around 70%, which is the highest in the world. India’s favourite chocolate, Cadbury Dairy Milk, is a benchmark for all the other chocolates. These are some of Cadbury’s products:

• Celebrations

Beverages: Cadbury Bournvita

View this post on Instagram A post shared by Cadbury Bournvita (@cadburybournvita)

Oreo Biscuits

You can play with Oreo Biscuits also, just like her 😉

Since 1965, Cadbury has been leading the cocoa cultivation development. This is with regard to their collaboration with the Kerela Agricultural University and their constant training sessions with cocoa farmers on its cultivation.

Why Should Marketers Study Cadbury’s Digital Marketing Strategies?

Marketers must study Cadbury’s digital marketing strategies because they can get inspired by them and try to implement some of those strategies for their brands. Here are four of the many things marketers can learn from Cadbury: 

1. Use Brand Name to Increase Visibility.

The Cadbury logo is always displayed on all its products, ensuring customers know who made their favourite chocolate bars.

When was the last time you heard “Nestlé Kit Kat” mentioned?

Did you hear about Cadbury Dairy Milk Silk before?

Almost certainly never. When compared to the way Cadbury chocolate is marketed, “Cadbury’s Crème Egg,” “Cadbury’s Roses,” and, of course, “Cadbury’s Dairy Milk” seems a lot more natural because that is how we are familiar with them. In this way, Cadbury’s chocolate is instantly recognisable. You can use your brand name, too, to make your product more identifiable.

2. Consistency

Just in the UK, Cadbury sells over 276 goods, including bars, bags, ice creams, desserts, biscuits, travel exclusives, spreads, beverages, food products, and seasonal products for Christmas, Easter, and Halloween.

Despite having such varied products, Cadbury develops products that are consistent with their brand – nothing seems out of place or as if it were made by someone else. As a result, when consumers desire a Cadbury product, they know what to look for and what to expect when they get it.

3. A Style Guide

Every page should be consistent, according to a basic rule of web design. Suppose certain pages on your website have a completely different layout, typeface, or colour scheme than others. In that case, the consumer may become confused and believe they’ve left your site and landed on another.

To promote exposure and familiarity, a great brand requires consistency. This implies that your name, logo, colours, tone of voice in your writing, and other branding elements should be consistent across your website, social media pages, email newsletters, and physical marketing materials. If you’re launching a new product, pay attention to how you show it online and advertise it to your target audience.

4. Adapting to Changes

Cadbury continues to update its product offering to keep up with the newest consumer trends and adapt to its changing market, as evidenced by its extensive product range. With 538 abandoned goods, the firm knows when to retire a product that isn’t profitable enough and when to attempt something new.

Cadbury, for example, will produce Dairy Milk chocolate with 30% less sugar next year, maybe because people are more concerned about living a better lifestyle than ever. But, through it all, it knows how to maintain its brand despite product and market changes.

The same rationale can be applied to your marketing strategies. Whether it’s a new social networking platform or Google making adjustments to AdWords (or as it’s now known, Google Ads), the internet marketing landscape is continuously shifting. The most important thing for marketers to do is to assess these developments and efficiently adjust to them without losing sight of their brand.

Determine whether you should attempt a new social media platform, establish a new ad campaign, or send out a series of mailshots. But remember what your brand is, how you want to be perceived, your objective, and who you’re aiming for when you do.

Cadbury’s Digital Marketing Strategies 

1. cadbury’s social media marketing strategies & case study.

Cadbury entered the social media realm with the intent to revolutionize its marketing strategies and step back from Television and other traditional forms of advertising. Here is how they are currently performing on different social media platforms: 

Cadbury’s Instagram Marketing Strategies

Cadbury has different Instagram accounts for each of its products. This allows them to keep their marketing more focused on that particular product and adhere to the audience consuming it. Each account has different content, colour themes, and overall presentation.

Here is the follower count of Cadbury’s most famous products (as of November 2022):

Each of these brands post content that is specialized to their own product. BournVita recently ran a campaign with the saying “Maa Kabhi retired nahi hoti” on their Instagram page. This goes well with their brand language since BournVita’s TV ad focuses on the relationship between a child and their mother. Hence, even across different platforms, their brand image stays the same.

On the other hand, Dairy Milk’s Instagram page is filled with posts related to IPL since they sponsor the ground staff in IPL. 

View this post on Instagram A post shared by Cadbury Dairy Milk (@cadburydairymilkin)

Cadbury’s Instagram Analytics

Cadbury Dairy Milk is very active on Instagram space. The Instagram handle was created in 2016, and they are getting quite a good traction on the handle, as they use it to post updates, collaborations, and upcoming products there and interact with their audience. To date, they have around 254k followers and still growing.

Cadbury’s Facebook Marketing Strategies 

Cadbury also uses Facebook to publish similar content as Instagram for their Facebook audience. They have a much larger follower on each account on Facebook. 

Cadbury used Facebook to follow up on the 30-second television advertisement they published using the saas-bahu duo. This campaign was to brand their product, “Dairy Milk”, to build friendships and other relationships. They aimed to catch the sentiments of the otherwise negative duo, mother-in-law and daughter-in-law, and show them in a more loving and positive light. This proved to be successful because Cadbury could connect with their audience and make them emotional. 

According to a study by Medium , these were the following trends they experienced after their campaign on Facebook:

• There was a 5.8% increase in top-of-mind awareness.
• Facebook is alone responsible for a 5.1% boost in brand consideration.
• 5.7% increase in TV reach
• Increase of 8.1% in the number of people who watch light television.
• Increase of 2.8% in spontaneous awareness
• Tenfold increase in Facebook ad spend

Cadbury’s YouTube Marketing Strategies:

Unlike Instagram and Facebook, where Cadbury has different profiles for different products, Cadbury has only one channel on YouTube, with different sections for “Seasonal,” “Flavours,” and “Marvellous creations.” Cadbury has over 548K YouTube subscribers. They also use “YouTube Shorts,” YouTube’s most recent feature, to post short videos within 30 seconds. 

Cadbury’s Youtube Engagement Rate

Cadbury’s YouTube engagement rate is 0.67%. They receive an average of 262 likes per post .

Cadbury’s Twitter Marketing Strategies

Cadbury also has separate accounts for its different products on Twitter. 

Cadbury Dairy Milk’s Twitter account is currently occupied by content about the ongoing IPL 2022. Similar to its Facebook and Instagram accounts, Cadbury Dairy Milk’s Twitter is occupied by content about its sponsorship of the ground staff. Cadbury has a strong social media presence, particularly on Twitter. Customers are kept engaged on Twitter by posting on a regular basis. Although there is much-repeated information across platforms and pages, this is understandable because it broadens the audience’s reach.

Cadbury’s key strength is its ability to engage its followers on social media since they are quite good at responding to customer comments and inquiries. This good aspect of the organisation aids in developing a welcoming and accepting brand image.

2. Cadbury’s SEO Strategies

Cadbury India has a gifting website where people can customise their chocolates for gifting purposes and place an order for the same. According to SEMRush, here’s an overview of how their domain is performing:

Cadbury’s organic keywords include

• Cadbury India
• Lumba rakhi
• Cadbury celebrations
• Cadbury happy birthday, and
• Dairy milk silk,

However, Cadbury does not have a website with the same name as its domain. Mondelez International, its parent firm, only has a section dedicated to it. The website must also be optimised in order to appear first on Google’s Search Engine Results Page (SERP).

Popular companies like Dairy Milk and Oreo do not have their own websites. A distinct website for the brand allows individuals to learn more about the products while also increasing transparency between the company and its customers.

Case study of Cadbury’s Top Digital Marketing Campaigns: 

1. 5 stars everywhere – a cadbury 5 star campaign.

The smart move of Cadbury definitely makes a mark on history & its audience’s hearts and minds. That’s the plan, right? Every time you rate anything you remember, Cadbury is there.

“When you #DoNothing and the entire world does your work for you. #5StarsEverywhere #Cadbury5Star ,” that’s the campaign.

2. Stay Home Stay Safe: At Home with Oreo – A Cadbury Oreo Campaign

Oreo, a Cadbury cookie brand, has produced a clever commercial corresponding to the pandemic situation: staying at home. Oreo debuted the #AtHomewithOreo campaign, which is aimed at youngsters. In these uncertain times, the campaign urges children to be playful. “Make Way For Play ” is the campaign’s slogan. Isn’t it an excellent use of the current situation?

3. How Far Will You Go For Love? – A Dairy Milk Campaign

Cadbury Dairy Milk Silk is marketed primarily to millennials. On the other hand, Dairy Milk Silk has proven to be a favourite among youngsters, and launching this promotion for Valentine’s Day was a fantastic decision!

The campaign’s theme was simple: “How far will you go for love on Valentine’s Day?” with the hashtag #PopYourHeartOut. Kartik Aryan, a well-known actor and youth hero, was also enlisted to help promote the ad.

4. Kuch Meetha Ho Jaaye – A Dairy Milk Campaign

People in India highly value rituals and traditions, especially when embarking on a new endeavour on an auspicious occasion. Cadbury Dairy Milk launched the “Kuch Meetha Ho Jaaye” campaign, in which Cadbury India positioned Dairy Milk as a treat that could be enjoyed during joyous occasions in our lives.

Cadbury India demonstrated individuals of all ages sharing big and small life experiences, interacting with others, and making great occasions even more memorable with Cadbury Dairy Milk. The campaign is still remembered fondly, and Amitabh Bachchan, the great Indian actor, previously endorsed it.

As you can see, Cadbury has seeped into the digital world to showcase its products and spread the word about its brand. You can enrol in the best online digital marketing course if you wish to build amazing digital marketing approaches for your company. This course is for students who want to learn everything there is to know about digital marketing and how to use it to grow their businesses.

Are you prepared to take your company’s image to new heights? Now is the best time to take our free digital marketing course !

Which was your favourite campaign by Cadbury? Please share your thoughts in the comment section below.

Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets

• First Online: 01 January 2013

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• Lara Spiteri-Cornish 4  

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February 2010 saw the acquisition of Cadbury, one of the two major confectionary players in the world, by USA-based Kraft Foods Inc.. Analysts believe that the acquisition of Cadbury was the final step in a strategy designed to enable Kraft to be restructured and split into two companies by the end of 2012: a grocery business worth around $16bn; and a global snacks business worth approximately $32bn global. Cadbury was pivotal in providing the scale that Kraft needed to strengthen its snacks business, providing it with the sought-after foothold in emerging markets, defined here as Latin America, Middle East, Africa, Eastern Europe and Asia Pacific. But how was Cadbury able to do this?

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Cadbury Annual Report and Accounts 2008: Explaining Cadbury's Markets.

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Spiteri-Cornish, L. (2014). Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_14

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Neuromarketing

Neuromarketing – the marketing case-study to centuries of monopoly.

Cadbury: Simply Marketing or Neuromarketing Case-Study?

We have several reasons to have a clear winner for this question: Marketing or Neuromarketing Case-Study? Neuromarketing has proved its value a countless number of times, playing a pivotal role in turning companies into Ace companies. 

We’re about to study neuromarketing through one of the most iconic and loved brands of all time, wherein ‘all-time’ literally means over a century! 

Cadbury – The Confectionery that Rules

• Cadbury owner Mondelez UK reported a profit of more than 185 million pounds after it bought out Cadbury. 
• Mondelez UK, a subsidiary of US giant Mondelez International, recorded a 740% jump in profit for the year with turnover rising from 1.65 billion pounds to 1.66 billion pounds. 

The confectionery business is expanding as you read this. Cadbury was founded in 1824, initially selling tea and coffee but later switching to chocolates, biscuits, and other products.

Cadbury has had fierce competition such as Hershey’s, Mars, Nestle, etc. which are among the biggest confectioneries in the world. Despite that, it has managed to stay in business despite initial fluctuations, which were before Dairy Milk entered the scene. 

But the fluctuations stopped, and we all know who it owes its splendid success to! 

Cadbury Dairy Milk – The Trump Card

350 million bars of Cadbury’s Dairy Milk is sold every year – that’s almost a million a day!

Cadbury’s Dairy Milk was first introduced in 1905, mainly to compete with Swiss chocolates. But it has managed to do much more than that, thanks to Neuromarketing. 

Let’s see some of Cadbury Dairy Milk’s amazing Neuro-moves! 

Emotional Branding

The term Emotional Branding is quite famous in the neuromarketing world, and it means, appealing to the target audience through emotion and sentiment. 

This feature is distinctly found in almost every Cadbury advertisement. 

For instance, Cadbury Dairy Milk Celebrations have a series of beautiful ads that show families celebrating different festivals, depicting Cadbury Celebrations as the perfect gift to rejoice and cherish celebrations. 

The most heart melting ads are the ones that revolve around a child’s pure love and innocence. 

For instance, in one of such Dairy Milk ads, a cute little girl asks a shopkeeper for a Dairy Milk since it was her mother’s birthday. But she doesn’t have money, so she gives him all her tiny toys that she has, and even her favourite rubber band. The shopkeeper, touched by her innocence, gives her a Dairy Milk and also gives her a tiny toys flower as change. 

The ad is so heartwarming that it establishes Dairy Milk as the best and most beautiful gift one could give a loved one.

Colour Impacts

According to Neuroscience, every colour has a unique impact on the human brain and the brain perceives different meanings out of different colours. For instance, it’s a universal fact that white colour stands for peace. 

In the marketing world, using colours to design advertisements as well as product packages is no less than an art. 

The colour purple, according to Neuroscience purple symbolizes magic, luxury, royalty, dignity and spirituality. 

Cadbury has undeniably used the colour purple at its best, which is why Dairy Milk is associated with luxury, rich quality and celebration!

If you’re ever asked what purple colour reminds you of, one of your first 3 responses may be Cadbury or Dairy Milk! 

Customized – for You, by You

Nobody can tell what a person would love, better than the person himself/herself.

If you want to know what your customers would like to have, why not have them tell you? 

What better way for an innovation than having your customers brainstorm and create their favourite product for themselves? 

A competition from Cadbury to invent a new flavoured chocolate product has named an Irish 17 year old Callum Clogher as its winner, after creating a Choca-Latte Dairy Milk bar.

The winning bar consists of a mix of coffee cream and vanilla sandwiched in between the smooth taste of Cadbury Dairy Milk.

The company is calling upon consumers to ‘go madbury for Cadbury’ as it relaunches the Inventor competition for 2020. Shoppers now have the chance to create their very own Cadbury Dairy Milk bar, which could become the next addition to the iconic Cadbury Dairy Milk family in 2020.

30% less sugar = 0% Cognitive Dissonance

Mondelez, which has been ramping up its Cadbury profile, recently launched premium Cadbury Dark Milk variant. The brand has rolled out a new variant in its Cadbury range called “Cadbury 30% less sugar”.

The move is quite exactly what neuromarketing looks like. 

Cognitive dissonance is a psychological phenomenon that evokes guilt or regret post doing something wrong, or making the wrong choice. This is experienced by all human beings, especially by women. 

Cadbury 30% less Sugar aims to reduce the cognitive dissonance within people who are conscious about their calorie intake, yet have a sweet tooth and want to enjoy chocolates. 

Brand Recall – Neuroscience to the rescue

Heather Andrew, CEO of Neuro-Insight, deconstructs how the winners of Marketing’s polls on the best ads of the past 60 years work from the brain’s point of view. Public’s favourite ad of the last 60 years is Cadbury’s ‘Gorilla’.

Polls like #60YearsTVAds provide a fascinating barometer of the cultural/creative/emotional messaging that resonates with consumers and industry experts long after an ad has disappeared. 

Marketers are increasingly turning to neuroscience to understand consumers’ subconscious reactions to creative messaging to gain more objective insights into what works, or doesn’t – in an ad.

The way the brain responds to creative messaging is informed by a number of factors – some obvious and some very subtle.

So what makes ‘Gorilla’ special from the brain’s point of view?

• The art of the unexplained

The ad is built on a strong sense of intrigue – we see unexpected images that aren’t immediately explained. 

‘Gorilla’ opens with a shot of the gorilla’s face to the introduction of Phil Collins In the Air Tonight, but this very familiar soundtrack only makes the ad’s climax more surreal with no explanation provided. In both cases the brain is highly engaged in wanting to know more, but never quite getting satisfaction until the branding appears at the end of each ad. This means the brain stays involved right through the ad. 

The ad might seem really weird and that’s precisely what makes it unforgettable! This and many other such effective ads have boosted Cadbury’s brand recall to a major extent. 

Care, Concern and Brand Image

In 2007, Cadbury introduced recyclable cardboard packaging for its Roses and Heroes chocolates this Christmas.

The square boxes, made from sustainably sourced cardboard, replaced the traditional round metal tins. The move was a part of the company’s Purple Goes Green environmental strategy. It included a pledge to cut packaging, carbon emissions and water usage of seasonal products by 25% by 2010. 

Tapping into consumer concerns over sustainable packaging would help boost sales as well as elevate brand image, which was the motive behind the programme. 

“Many of our customers are dreaming of a green, not white Christmas this year. Introducing an environmental twist will help us to meet shoppers ethical concerns, and the new boxes are easier to wrap.” Said Jo Grice, Head of marketing at Cadbury. 

Any Occasion and Every Occasion

Cadbury aims to target kids between the age group of 5 to 10 who consume chocolate the most. However, Cadbury chocolates are eaten by people of all ages, sexes, cultures, regions and on all occasions.

Although Cadbury targets people of all age groups, it has distinguished its product offerings to different occasions and age groups of customers. 

For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more. 

Cadbury Dairy Milk Silk is targeted to the people who can’t resist chocolates. It has positioned itself as a symbol of good times, meant for special, romantic, or even little memories, celebrating all moments in life.

Cadbury Dairy Milk Crackles and Crispello are meant for people who need crispness in chocolates. 

Cadbury Lickables are exclusively designed for kids to relish, in their own childish ways. 

Cadbury Celebrations, as the name suggests, is specifically designed for special occasions and festivities. 

They address the needs of each and every consumer, from childhood to maturity, from impulse purchase to family treats. 

They design products to coincide with Christmas, Easter, Valentine’s, Mother’s and Father’s Day, and other calendar landmarks. 

They use neuromarketing strategies such as the ‘Choose Cadbury’ strategy to encourage a link between chocolate and these events, ensuring that there is a Cadbury chocolate product suitable and available for every occasion. The marketing communication over the years as well the lovely taste of Cadbury and its consistently good quality have given fantastic brand equity to the brand.

Here’s the reason why you are a rookie in applications of neuromarketing! Check out applications of neuromarketing : Amul’s Case-Study now.

Neuromarketing is the process of researching the brain patterns of consumers. Learn all about neuromarketing , and it’s common myths.

We hope you are convinced if it is a marketing case study or not just a marketing case study! Contact us now to apply Neuromarketing in your business and wait till you see the Trump card work! 

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Home » Management Case Studies » Case Study: Kraft’s Takeover of Cadbury

Case Study: Kraft’s Takeover of Cadbury

Cadbury’s origins date back to almost two centuries when it was founded by John Cadbury who started the business by selling cocoa and tea in Birmingham, UK. Later he expanded by starting a line of beverages after a merger with Indian Schweppes changing the company name to Cadbury Schweppes. Successful product developments and launches have enabled Cadbury to boast of an extensive confectionery line consisting of Cocoa Essence, Easter Eggs, Milk Chocolate, Cadbury Fingers, Dairy Milk, Bourneville Chocolate, Milk Tray, Flake Creme Egg, Crunchie, Picnic, Curly windy, Wispa boost, Twirl and Time Out.

Kraft, on the other hand, is a US company about a century old, which started off as a door to door cheese business but expanded into other confectionery items through many takeovers previously such as Ritz Crackers, Nabisco (Oreos) and Phenix Cheese Corporation (Philadelphia Cheese) to achieve success. It is second in terms of sales and popularity in the confectionery industry with annual revenues of $42 billion, operating in more than 150 countries.

Cadbury and Kraft are both multinational operations with activities in both developed and developing countries. Cadbury is however the market leader in UK and Ireland’s confectionery where consumers have a liking for British chocolate containing vegetable oil having a richer taste in milk and also sweeter as opposed to continental chocolate having cocoa fat content; hence Kraft has a low share in such markets. Also, Cadbury’s strong standing in the Indian (Schweppes) and North American Markets was cleverly identified by Kraft who wanted to tap it and exploit under its own name now to add to its success story.

Inside Story of Cadbury and Kraft before Takeover

Cadbury has faced many ups and downs throughout its journey especially under the visionary leadership of Todd Stitzer. Todd Stitzer working successfully for 20 years for Cadbury Schweppes has played a key role as a master mind behind the acquisitions of soft drinks industries made by Cadbury in US. He was later appointed as the chief strategy officer by John Sunderland to the confectionery side to achieve the similar success. The then competitors in the chocolates and sweets industry were the international companies Nestle, Mars, Kraft, Wrigley, Ferrero and Hershey. Stitzer said that acquisitions alone would not solve the problems of Cadbury. He said that the revenue growth model has to be revitalized to gain in the financial performance . Stitzer had developed many strategies, took some visionary steps and led Cadbury gain the business world with his strategic thinking . Stitzer and his management team aimed at the global domination in the Confectionery world, while the stakeholders were much worried about the financial performance. Overall with all his visionary leadership abilities and strategic decision making capabilities , Cadbury Schweppes split into pure confectionery leader Cadbury. Nelson Peltz, founder of the hedge fund Trian Fund Management also had his own role in the business of Cadbury.

Irene Rosenfield, CEO, Kraft Food Industries Inc. had a keen interest in the confectionery business and proposed an offer to buy Cadbury to Carr, Chairman of Cadbury after Sunderland. Carr without consulting the stakeholders had refused the offer but Peltz who still owned the shares in the Cadbury with discussion and negotiation with Kraft finally made Cadbury lose its independence in January 2010.

The Idea of a Takeover

Due to recessionary times following fall in sales, many companies in the confectionery industry recognized the potential of merging with their competitors to become competitive and enjoy economies of scale . Cadbury had continued to be a strong performer in the confectionery industry and shown steady performance and growth in light of the turbulent economic times. Much of Cadbury’s growth was due to its presence in emerging global markets . Kraft was attracted to Cadbury due its strong performance during the economic crisis . This led to Kraft’s proposal to Cadbury of a takeover.

The initial offering of $16.3 billion or 740 pence per share by Kraft to Cadbury was outright rejected as derisory and an attempt by Kraft to take over Cadbury for cheap. Cadbury has had strong brands whose icons are etched in the minds all over the world, an impressive category line and extensive worldwide consumer base. Successful financial overview and steady business model reinforced Cadbury’s belief that it should be an independent company. Kraft’s bid did not come remotely close to reflecting the company’s true worth .

Kraft proposed another bid shortly. This comprised of an offer of £10.1 billion ($17 billion, same terms as the first bid in September-300 pence in cash and 0.2589 Kraft shares per Cadbury shares. The closing price of 9th November reflected the bid valuation of Cadbury at 710 pence which was lower than the share price of 761p on that day.

Kraft’s share price: $26.53; Exchange rate (as agreed): $1.66 / GBP. Ratio: 0.2589 Kraft shares per every Cadbury share (26.53/1.66 * 0.2589 = £ 4.133 + 4.13 = £ 7.13). This was less than the price of Cadbury on that day and even the initial level of £ 7.45.

Cadbury rejected the offer on the basis of undervalued Cadbury which was now of a lesser value. It was in fact even lower than the current Cadbury share price. The Cadbury chairman said: “Under your proposal, Cadbury would be absorbed into Kraft’s low growth, conglomerate business model , an unappealing prospect which contrasts sharply with our strategy to be a pure play confectionery company.”

The hype created by rumors of takeover figures led to exciting speculations. Media reported Ferrero to be considering a rival bid. Hershey’s confirmed its own interest for same purpose. There were not only speculations of a joint bid but also of Kohlberg Kravis Roberts & Co. joining the bidding race. All this favored Cadbury whose share price witnessed new highs. Hershey’s and Ferrero would struggle to bid alone and only their combined offer could beat Kraft’s offer.

On January 18, Kraft finally managed to take over one of the world’s second largest confectionery manufacturer in a hostile bid of an enormous 11.5billion (US$19.5billion). This deal will be remembered in history as one of the largest transnational deals, especially in the aftermath of credit crunch. After four months of continuous resistance, Cadbury shareholders agreed to Kraft’s offering of $19.5 billion, (840 pence per share). This was agreed upon with the spirit of creating the world’s largest confectioner. This consisted of 500 pence in cash per share and the remaining amount paid to Cadbury shareholder in the form of Kraft shares. The shareholders had the power to decide the mix of amount they wanted in cash and shares. According to estimations, the finals offer presented a multiple of 13 times Cadbury’s earnings in 2009 (after interest, taxes and debt were paid).

The high bid price overruled the threat of Hershey’s or Unilever offering a price for the same strategy, that is take over. The only rival left was Nestle which too was reduced significantly when Cadbury’s Director signed the agreement that if Cadbury were to change its mind about the takeover, it would pay a handsome penalty for it, hence such a situation arising became highly unlikely. The Kraft management, led by Irene Rosenfeld also assured that Kraft had a great respect for Cadbury’s brands, employees and reputable history and therefore the employees of Cadbury would do well in the new environment. Also, she verbally assured that under the new agreement the previous contractual rights of the employees would remain the same as before.

Advantages of the Takeover for Kraft

It was the biggest cross-border acquisition of that year. Such a deal clearly pushed Kraft as number 1 dealer in confectionery. A merger allowed Kraft to gain a footing in the fast growing chewing gum category.

Kraft management believes that the combination of the two companies is both a strategic as well as complimentary fit, boasting a portfolio of over 40 confectionery brands each having the ability to yield annual sales of over $100 million. A combination of Kraft products like Toblerone, Oreos and Ritz crackers with Trident gum and Dairy Milk chocolates from Cadbury would result in $625 million annual pretax cost savings on annual company costs of research and development, advertising, branding and procurement. There would also be a significant level of revenue synergy ($50 billion annually) that would subsequently result in higher earnings per share. After the takeover, Kraft would have a greater ability to compete with the giant Nestle on confectionery grounds by increasing its market share in Britain and enjoying the benefits of Cadbury’s strong geographical networking in Asia.

Kraft’s growth prospects would brighten through access to new brands particularly in the confectionary department along with new distribution channels for the existing products which are outside US. These constitute about one third of the market in developing countries such as Africa, China and India.

Advantages of the Takeover for Cadbury

Cadbury would profit from Kraft’s extensive distribution network around the globe. Cadbury had been vulnerable to a takeover ever since it demerged its US soft drinks business. This high takeover bid was an attractive opportunity to do away with such a fear. A combined Kraft and Cadbury would significantly expand the global reach of both businesses and create synergies worth in the region of $625m. Since a stand-alone Cadbury had limited opportunities for value creation , agreement to the contract for takeover seemed like a wise decision.

Negatives of the Takeover

Along with the obvious benefits come the many challenges and ethical issues. These are primarily high debt issues and employee layoffs. The high debt position of Kraft has further worsened with the takeover as funds were borrowed to pay the Cadbury shareholders a higher yield. Kraft also sold off its frozen Pizza line in order to make the takeover happen.

The unions are worried that the jobs of hundreds would be at stake (estimated 9000 plus) as Kraft would try to reduce costs to operate efficiently and pay back its debts. The company has also not given any formal assurance that it would protect 4500 UK jobs. Also it is a known fact that when a company needs to cut costs, jobs and job conditions suffer.

The British Government also opposes takeovers of British companies by foreign giants as it nearly always leads to job losses. This takeover too was met with resistance including Gordon Brown’s advice and insistence against its happening but the shareholders overruled it and still went ahead with the deal. According to a Union head, “This is a very sad day for U.K. manufacturing. A successful, iconic, independent U.K. brand will now be owned by a giant company with massive debt.”

In the face of such a scenario, even if employees are laid off it will not affect those who are rich and/ or are major shareholders in the company. For example, if the chairman, Roger Carr gets axed, he would still walk away with $30 million! This proves that it is the low level managers and employees who feel the vulnerability of such an action. According to David Bailey, professor at Coventry University Business School; “Serious questions need to be asked about Kraft’s intentions… Kraft already has a track record of cutting production and moving production abroad… There’s no guarantee that they’ll keep production in the UK in the long run.”

When employees of both companies were interviewed to ask about their view points, most expressed fear and uncertainty. They were resistant to the idea of such a large company where their positions and titles might be reduced or lost due to the massive structure. They are also despondent of their lack of involvement in this decision. According to one employee, “nobody really knows what is going to happen, but it is definitely not going to be pleasant.”

A disadvantage for Kraft’s shareholders of the takeover is that they now mentally feel less financially strong as assets were being sold and the entire pizza production plant worth $3.7 billion was sold to raise money for the takeover.

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Simcon- simsree consulting club, cadbury : case study analysis.

Introduction to Case

Cadbury is a brand which almost everyone knows. Even after completion of more than 100 years, the brand is into hearts of many people & it also leaves a significant mark amidst all the competition. Cadbury stands tall in food product sector. Cadbury is world’s leader in chocolates and it is also one of the topmost FMCG brands in India. Cadbury decided to enter Indian market in 1948. Cadbury India began its operations in India by importing chocolates. On 19 th  July 1948 Cadbury was incorporated in India. Cadbury has a share of over 67% in the market, which is the highest Cadbury brand share globally. Cadbury now has 5 manufacturing units all over India. Cadbury operates in India with following categories of products: Chocolate, Confectionery, Beverages, Biscuits and Candy.Cadbury was performing very well since its incorporation in India But, suddenly in 2003 Cadbury came across a problem of worms.

In 2003, just a month before Diwali few instances of worms in its Dairy Milk Bars were reported in Maharashtra. In eight outlets across Maharashtra worms were found. In October 2003, customers in Mumbai complained about finding worms in Cadbury Dairy Milk Bars.

Problems Faced by Cadbury:

When these worms were found in some of the dairy milk bars, Maharashtra Food and Drugs Administration responded quickly to this case and it seized the stocks of chocolate bars which were manufactured in Cadbury’s Pune Plant.

Cadbury in defense issued a statement where it mentioned that problem of worms was not at the manufacturing stage but the problem arose due to poor storage facility by the retailers.

FDA denied the statement made by Cadbury. FDA Commissioner Uttam Khobragade came up with a statement saying “It was presumed that worms got into it at the storage level, but then what about the packing – packaging was not proper or airtight, either ways it’s a manufacturing defect with unhygienic conditions or improper packaging.”

Then there were many allegations and counter allegations between Cadbury and FDA. Due to this event reputation of Cadbury was hampered. Cadbury sales went down by 30% which they had expected to increase by 15% due to negative publicity.

For the first time, Cadbury’s Advertisements went off air for one and a half months after the Diwali due to this controversy

Recovery Strategy:

Project Vishwas:

Cadbury was losing on its sales and also reputation was being hampered. So, recovering from this type of situation was a challenge for Cadbury. In the month of October only Cadbury launched Public Relations (PR) campaign ‘Vishwas’ which was an education initiative covering 190,000 retailers in key states.

Project Vishwas , a three-pronged program that addressed the trade, consumers, media and employees. The project incorporated the following measures:

• A retail monitoring and education program was launched in which quality checks at over 50,000 retail outlets and educated 190,000 wholesalers and retailers was done regarding storage requirements.
• A press ad regarding ‘Facts about Cadbury’ was also published by Cadbury nationally in 55 trade publications which were about channel members taking remedial measures in the company.
• Posters and leaflets on the issue were also distributed to retailers, encouraging them to share them with consumers.
• Cadbury also linked the trade with response cell through a toll-free number and an email id to let them contact the company directly.
• The point-of-view of a company was explained to media, media was also given updates about actions initiated by the company, and encouraged to share them with consumers.
• The company instituted a media desk and diligently answered every media query, friendly or not. The company’s managing director urged media to assure consumers that Cadbury was safe to eat, but that consumers exercise the usual care in purchasing a chocolate that they exercise in purchasing a food item.
• Furthermore, it also promised to implement packaging changes within two months to ensure against poor storage. Cadbury’s MD and key spokespersons had one-to-one sessions with 31 media editors as part of an ‘Outreach’ program initiated in November 2003.

For Employees

• Employees were also briefed about actions taken through meetings with senior managers and email updates from the MD.

Change in Packaging:

January 2004, the company launched a new double packaging that was able to wrap even the smallest 13 gm chocolate in an aluminum foil, heat-sealed for complete protection from all sides and further encased in a poly flow pack. The over-engineered pack, the first of its kind in India, cost a lot to a company, but fulfilled the company’s promise to consumers and media. By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury’s revamped the packaging of Dairy Milk. The metallic poly-flow was costlier by 10-15 per cent, but Cadbury didn’t hike the pack price.

The new packaging was launched in a media conference.  In a conference comparison kits were distributed. These kits were useful in comparing old packs and new packs. A video with packaging and factory shots for television coverage was also launched.

  Ad Campaign:

Just after changing packaging Cadbury roped in Amitabh Bachchan as a brand ambassador. From the month January to March 2004, Cadbury came up with a strong Ad campaign which helped them to get back the consumer confidence. During this period Advertising expenses went up by 15% but it really helped Cadbury to get back its reputation.

Current Situation:

After that Incident Cadbury now takes great care of all the products they have. Cadbury is currently leading the market in chocolates segment. Market share of the Cadbury Dairy Milk is around 35% in India.  Cadbury has not faced any controversy related to products after that incident.

References:

http://www.rediff.com/money/2006/dec/24cad.htm

http://articles.economictimes.indiatimes.com/2003-10-16/news/27521373_1_bharat-puri-cadbury-india-cadbury-products

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Would you pay £174 for a box of Cadbury’s Roses too old to eat?

I n 1956 or thereabouts, Grandma Brain kept a suitcase of sweets under her bed. Stella Mitchell, now a 74-year-old retired postwoman living in Shropshire, recalls with fondness visiting her grandma (Brain is Mitchell’s maiden name) and picking out a sweetie from the case. 

There were Barratt Sherbet Fountains, Clarnico Mint Creams, Rowntree’s Fruit Gums, Cadbury’s Buttons, Sharp’s Kreemy Toffee, and even a little box of raisins – though more often than not, little Stella took home a bag of Rainbow Drops. 

‘If I didn’t choose quickly enough, she would shut the suitcase and put it away,’ Mitchell remembers with a laugh.

Today, in Mitchell’s own house, there sits a very similar suitcase filled with the exact same sweets. ‘Exact same?’ you might ask. Well, as close as Mitchell can get. By visiting car boot sales and bidding on eBay, Mitchell has managed to accumulate a number of unopened, uneaten ‘vintage’ chocolate bars from decades past. Her suitcase is stuffed with retro wrappers, the sweets still sealed within . Her collection has even spread beyond recreating her grandmother’s stash. 

In late April, she spent £173.76 on a single box of Cadbury’s Roses that is at least 30 years old. Inside are long-discontinued varieties like the Black Cherry Creme, Marzipan, and nougat-filled Montelimar.

At the time of writing, you can head to eBay and easily buy a Twix from 1988, a Milky Way from 1994, and an Aero from 1960. Unnoticed if not underground, the online trade in unopened chocolate bars has been thriving. In March, a King Size Mars from the year 2000 sold for £148. That same month, someone spent £93.35 on a 60-year-old Toblerone – the listing warned in capital letters ‘DO NOT EAT’. 

More recently, a pack of Rolos from 1978 fetched £26 – but it is discontinued limited-edition offerings, such as banoffee-flavoured Munchies, Champagne Crunchies and cappuccino Wispas, that can excite people the most.

Who exactly is buying these bars and, more pressingly, what are they doing with them? Stella Mitchell’s suitcase is fairly self-explanatory, but she has deeper motives than simple nostalgia. Then there’s another question you might ask – one to which you might not want to know the answer. Does anyone eat these things?

In December 2023, landscaper Corey Herbert was removing some old decking when he came across a piece of hidden treasure – an old Monster Munch crisp packet. The discovery of the shiny bright-purple debris ‘sparked’ something in Swindon-based 23-year-old Herbert, and before he knew it, he’d fallen down a deep rabbit hole online.

In a span of five months, Herbert has built up a collection of about 25 sealed vintage chocolate bars. Alongside unopened Coca-Cola cans and crisps, he now owns a vintage P’nut Crisp, a mint-flavoured Time Out, lemonade Crunchie, cappuccino Aero and a few Yorkies with the old ‘It’s not for girls’ warning wrappers. 

‘Just shows how much things have changed,’ Herbert muses – he finds it ‘crazy’ that Yorkies were once advertised this way. These bars are his most expensive purchase – two set him back £28.

Herbert stores his collection tightly wrapped in plastic sleeves – ‘most of them’, you’ll be relieved to hear, ‘don’t have a smell at all’. A few of the bars have gone a little soft and squishy, however, and Herbert has to handle a packet of Maltesers from 1999 very carefully because ‘you are able to crumble the balls down to dust’ beneath your fingers.

‘I always collected coins growing up,’ Herbert says. ‘My family knows that I like old things. When my nan passed away, I had loads of little bits and bobs from her house.’ But if Herbert’s latest collection was sparked by a crisp packet, why is it that he wants to collect specifically unopened, intact treats? After all, vintage wrappers are far easier to find on eBay, and cheaper too.

‘It’s a tricky one,’ he says. ‘I think it’s because it’s untouched, it’s survived. A wrapper is not the same feeling.’ Interestingly, Herbert’s collecting is not motivated by nostalgia – a lot of his chocolate bars are older than he is. He simply loves to collect. Studies have found that collectors are motivated by a desire to preserve their memories , achieve their collecting goals, and leave a legacy, among other things. Yet not every collector ticks every box. ‘I just find it interesting to hold something that’s a piece of history,’ Herbert says.

How do his family and friends feel about his hobby? ‘I don’t know what they say behind my back!’ he laughs. ‘They find it interesting, my girlfriend probably finds it crazy.’ As well as buying items for his own collection, Herbert also buys treats to sell on – among other things, this year he’s sold an unopened bag of Bassetts’ Liquorice Allsorts from 1995. His collection is now complete: ‘I’m trying to save up to buy a house so I probably need to switch focus a little bit away from buying random things.’

By now you’ve probably gathered that Herbert doesn’t buy old chocolate bars to eat them – his favourite item in his collection is his lemonade Crunchie because he’s deeply curious about what it tastes like, but he’s never even opened a single one of his old snacks to discover what a 20-year-old chocolate bar actually looks like. Herbert does, however, enjoy watching the YouTube channel of a New England man who eats old food he finds at estate sales. 

‘It smells like old mouldy laundry with a touch of chocolate,’ said the man in a 2021 video in which he opened and ate some M&Ms from the 1980s and 1990s. ‘That’s not rancid – amazing!’ he said after popping a sweet in his mouth.

The man’s YouTube channel was originally dedicated to showcasing ‘mostly wildlife’, but his bio admits, ‘people say they rather [sic] my videos of old stuff’, before he warns against ‘offensive language, threats, asking me to eat things proven to be toxic’.

In truth, it’s rare for vintage chocolate bar collectors to eat their wares, although the seller of the £148, 24-year-old King Size Mars bar on eBay admitted: ‘I’ve eaten a couple of these and other than the nugart [sic] being slightly chewier they tasted spot on!’ And then there’s Zane Richardson, a 36-year-old from Staffordshire, who lives in the 1990s.

‘I like to fill my life with the stuff I had around me as a kid,’ says Richardson, who wears square glasses, a gold chain and a black T-shirt. All around his home, the millennial has sticker albums, games consoles, CDs, Argos catalogues, pencil cases, mobile phones and even carrier bags from the 1990s and noughties.

‘This wave comes over you,’ he says of nostalgia – but he doesn’t enjoy the sensation because he associates it with longing. ‘I don’t like that feeling because I wish I had it here in the palm of my hands,’ he says – he simply rectifies the situation by buying things from his past, making a new purchase around twice a week. ‘Almost everything that I had as a kid is here in my house.’

A small part of Richardson’s collection is old chocolate bars and sweets, which he keeps in shoeboxes on shelves in his home. As far as he knows, Richardson is one of the only people in the world with a Lucky Bag, a ’90s bag of toys and sweets emblazoned with the rocket-riding character Dick Turtle. Richardson tracked down the company that used to make the bags and bought one of their last ones for £60. ‘People have offered me about £500 for this,’ he says.

Online, there is a passionate community of people who campaign for companies to bring back discontinued snacks via petitions, Facebook groups and even the occasional billboard. In 2015, exactly 15 billboards across Los Angeles begged Pepsi to bring back its ‘Crystal’ clear drink from the early 1990s; the campaign succeeded and the drink has since been sold in a few limited-edition runs. Yet other campaigns are not so successful – the Facebook page ‘Bring back Worcester sauce Twiglets’ has nearly 2,000 followers and attracts around four posts a month. Just 66 people have joined the page ‘Please bring back the Cadbury’s Caramel with a hint of mint!!’

Richardson, meanwhile, is one of the few people who could easily taste a 1990s treat, should he wish to. Occasionally he does.

‘Sometimes when I get stuff delivered to work, if I have more than a few of them then me and the people at work will try eating them,’ says Richardson, who is a sales manager at a medical equipment firm. ‘The absolute worst one was Smarties. Smarties taste like paint after a while… I thought I was going to die when I ate one, I thought I was poisoning myself.’

A few days before we spoke, a cleaner at Richardson’s office was surprised to discover a vintage Dairy Milk in his bin. He’d taken a big bite out of the bar before throwing away the rest. ‘It was gross,’ he admits, ‘I wouldn’t recommend eating them. I was just showing off to people in the office.’ Just like passionate Facebook fans, Richardson is often saddened that he can’t enjoy his favourite discontinued snacks.

‘The worst thing is owning them but not being able to taste them in their original form.’

Richardson’s collection is mostly for his personal enjoyment, but he does run an Instagram page with more than 150,000 followers, @the_90s_museum. 

Stella Mitchell, who spent around £300 to painstakingly recreate her grandma’s sweetie suitcase, used to run a physical museum in a Shropshire market hall, the Land of Lost Content. It closed last year, and Mitchell had to sell the museum’s collection, but she still maintains her separate, private collection in her home. A book, Great British Rubbish, has even been compiled about the things she’s collected.

‘People’s entire lives can be described by the things that they want, aspire to acquire, and then slough off,’ says Mitchell, who is immaculately made up in red lipstick, with a matching beret. She first started collecting ephemera when she was an art student in the 1970s, after she became inspired by the pop-art piece The Toy Shop by Peter Blake. 

‘I was absolutely thrilled by that, because that was already my mindset – I was looking at little things that mean something to you for a short time and then seem to disappear.’ She has collected toys, office equipment, tinned food and clothes, and even has a prize machine from an arcade in her living room. Shortly before we spoke, Mitchell paid £65 for a Marathon chocolate bar and £70 for two vintage Sherbet Fountains.

Mitchell’s suitcase isn’t just a nostalgic prop – to her, it’s a piece of assemblage art. ‘I like things that appeal to some kind of human thing inside you that you should normally grow out of and I haven’t,’ she says. ‘For many years,’ she adds, she thought ‘it was just me’ that was collecting all this stuff – the internet opened her eyes. Thanks to eBay, Mitchell says, ‘People are now selling all sorts of things that they never thought were saleable before.’

Retired financial manager Michael Dube has managed to build a thriving little business selling food that is ‘new old stock’ (NOS), the official term for unsold items still in their original packaging. Dube, who is 63 years old and lives in New Hampshire, has been selling on his US eBay page The Revival Shop for the past few years. Currently for sale are: some Kellogg’s Corn Flakes from the 1960s, some tinned Lyons Coffee from the 1950s, and some breath mints from 1989. Dube recently sold a 70-year-old can of dog food for $120 (£94).

‘I’ve been collecting and going to yard sales and flea markets and stuff since I was in seventh grade,’ says Dube, who is especially interested in famous American brands from the 1950s to 1970s, including Tide, Chef Boyardee and Kool-Aid. Dube’s grandfather was in the grocery business, and his dad once ran a small corner store, so from a young age Dube was fascinated by food advertising. 

About 10 years ago, he found a coffee tin that was still full, sparking his interest in unopened foods. ‘It’s basically a time capsule,’ he says. ‘It’s something that’s disappearing unless it’s being collected.’

Dube keeps his collection in his basement – piled high are tins of coffee, tubs of oats, boxes of Jell-O, packets of bubblegum and even vintage toilet paper. He says around half the people who hear about his collection think it’s cool; the other half think, ‘What are you doing? It looks like you’re a hoarder.’ Dube says he knows the difference between bad and good clutter – and his good clutter is profitable . He once sold a can of soda for $500 (£393).

‘I found out there was a tremendous demand out there,’ says Dube, who sports a charming red apron and soft smile in his shop’s profile picture, and is now sitting in his kitchen in a smart shirt next to an artfully arranged array of vintage snacks. For a lot of Dube’s buyers, it would be a ‘deal breaker’ if the content wasn’t still in the package. Some people want to eat it – the day before we spoke, someone from Brazil contacted Dube and asked which of his items were consumable, but he couldn’t in good conscience recommend a thing.

Other people want to buy objects to display in their kitchens or even in their coffee shops, but another category of customer is theatre or TV prop departments. Dube has sold things that have been used on period comedy-drama The Marvelous Mrs Maisel , which begins in the 1950s; he’s also sent a box of goods to Lucasfilm. Then there’s a woman in California who regularly buys 1970s Clearasil from Dube because she says the old formula is the only thing that helps her skin. ‘Some of this stuff, amazingly, is still good.’

Dube makes at least one sale a day, and his business is amusingly recession-proof. ‘It’s not like things become obsolete,’ he explains, ‘because they’re already obsolete.’

Some worlds are made to stay small – it’s unlikely that hundreds of thousands of people will start trading in old, unopened chocolate bars. Still, in years to come, it may become more common to hold on to out-of-date treats as cocoa prices continue to soar dramatically due to climate change. Mass-produced chocolate with a high sugar content, such as Mars bars and Lindt balls, have a long shelf-life if you are in the mood to save something (either from fear of shortages or in the hope of making some cash on eBay in 20 years’ time).

What motivates today’s chocolate collectors? It’s hard to pinpoint one thing, beyond the love of collecting itself and a bittersweet longing for the past. ‘I’m very nostalgic, I’ve always been that way,’ says Dube. ‘As a kid, everything’s a lot more fascinating to you than the things you see as an adult.’

‘I had a very happy childhood,’ says Richardson. ‘There wasn’t much to worry about. It probably might be easy for a psychologist to say, “Maybe you’re not enjoying your life now so that’s why you want to always think back to when you were a kid.”’ But he goes on to debunk this – he’s happy now, simply believing that ‘we had the best back then’.

Mitchell’s motivations are – perhaps unexpectedly – very profound. As a child, she used to collect spent fireworks after Bonfire Night. ‘I always feel it’s so sad that people love things for a short while and then don’t love them,’ she says, adding that she almost feels ‘nostalgia for other people’s lives’. One day, she wants to write a book about ‘good times that were never had’: coupons never redeemed, bottles of bubbly never popped, boxed toys that were never opened and, of course, sweets never unwrapped and eaten.

Mitchell can easily understand why someone would have saved, say, a commemorative Coronation tin of chocolates or a limited-edition Cadbury’s and Spice Girls collaboration from 1997 – what fascinate her more are the reasons other things survived. ‘Obviously, a packet of custard powder can get lost at the back of a cupboard, as cupboards work like that. But sweets? Where do they get kept?’ she says. 

‘I can almost cry looking at things that should have made someone happy and for some reason it didn’t happen.’ Collecting these objects now is, for Mitchell, almost a way of rescuing them. ‘I’ve brought them into the spotlight,’ she says. ‘They are in the spotlight, in my house.’

Which discontinued chocolate do you miss most? Let us know in the comments

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