The man responsible for marketing Cadbury’s Dairy Milk in Australia has attributed an increased ad spend, when most FMCG brands are cutting back, to a marked uplift in market share for the brand.
Many FMCG makers are feeling the pinch at the moment because of competition from not only competitors, but supermarket own brands, leading many to slash ad spends, to the chagrin of their agencies.
This week Dairy Milk unveiled a new, larger, round-shaped pieces, but a 10% more generous pack size, at the same retail price as it was before., with the ethos of “spreading generosity and joy” at the heart of the move.
Cadbury’s general manager of marketing Ben Wicks told B&T Dairy Milk went from 19.5% to 21% market share, off the back of an increased presence with the Joyville campaign by Saatchi & Saatchi.
“There’s a big belief in this business in the power of brands,” he said. “It’s Australia’s most loved brand and we recognise surprising and delighting consumers with changes like we’re making, and talking to the frequently, really helps drive the business.
“We’ve increased investment quite substantially over the last couple of years.”
He promised a new campaign and TVC continuing the previous Joyville work to accompany the changes, but remained tight-lipped on details, other than it is due to launch in early May.
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