Search results matching tag 'Dairy Milk'

Eye-watering chocolate costs coming. No wonder those eyebrows are dancing.

1319935 — Mon, 26 Jan 2009 09:53:00 GMT

Cocoa is now at its highest price for 24 years and the premium brands, those that use the most ‘cocoa solid’ content, will inevitably have to pass those raw material costs on to the consumer first. This swings things favourably for Cadbury’s and Nestlé, as they tend to use less cocoa solid in mass-produced bars, so may be able to hold prices for longer. If you compare the cocoa solids content of Dairy Milk to say, a bar of Green and Black’s you can work out the relative strength of pure chocolate for yourself.

As belts tighten, even for the indulgent, can purity at a price overcome the celebration of a joyful moment expressed in Dairy Milk advertising? The kerfuffle over ‘shrinking’ chocolate sizes (where’s my last rolo gone?) at countline level indicates that when the British consumer thinks about chocolate a tiny bit more than the three seconds it takes to snap up a KitKat as you head out of the tube, manufacturers have to sit up and take notice. Mind you, I liked one succinct Yahoo answer on that question “it’s not the chocolate bars getting smaller, it’s the people getting bigger.” Let’s see how consumers react as wallets get smaller.

Has the Dairy Milk Gorilla stopped beating?

1225254 — Tue, 14 Oct 2008 14:44:00 GMT

Campaign suggests that, despite TNS figures showing Galaxy significantly outstripping sales of Dairy Milk we should applaud the Gorilla ad because, if nothing else, it has performed a service to the advertising industry. I'm sure Cadbury's are delighted. Even Private Eye pointed out that while Dairy Milk was breathing new life into Phil Collins, Galaxy was targeting core female chocolate afficionados with a tie-in to the release of Sex and The City.

Far be it from me to suggest that an old fogey like Bill Bernbach has anything to teach the young guns at Fallon, but he did say "Technique for its own sake can be disastrous. Because, after a while, you're so anxious to do things differently and to do them better and funnier and more brilliantly than the next guy, that that becomes the goal of the ad, instead of selling the merchandise".

Although imaginative and lovingly crafted you do have to ask, did the Gorilla sell the product by appealing to people likely to buy it? Was there too much Gorilla and too little brand? In its viral format, did it lead them effortlessly to a campaign site packed full of choccy stuff? Did it capture any data? Or does this Gorilla have no clothes? What do you think?

Why has Dairy Milk lost market share to Galaxy?

2308643 — Tue, 23 Sep 2008 09:30:29 GMT

Despite having one of the most talked about ad campaigns in years and an increased ad spend, Cadbury's Dairy Milk brand has lost market share in the take-home category to rival Galaxy - owned by Mars.

Market research company TNS suggested that Dairy Milk's 'Gorilla' ad only succeeded in reinforcing the brand's position, while Galaxy benefitted from a smart marketing strategy which focused on its target audience.

Was the Gorilla ad a dud? Or a PR triumph which failed to deliver sales? And is a creative comms planning strategy more effective at cutting through the clutter in 2008 than a big, blustering TV commerical? Does Cadbury need a new approach in its marketing strategy?

[Poll]