trio
Laura Reddy
Oisin Cullen
Ashley O’Sullivan
• Established in 1824 by John Cadbury
• ‘Cadbury means quality this is our promise’
• One of the most recognisable chocolate brands in
the world
• Very innovative
• Ever evolving product range
Cadbury snack
Wafer
Cadbury Snack
shortcake
Cadbury Snack
sandwich
• Launched in the 1950’s
• Third biggest confectionary brand in Ireland
• Cadbury snack was repositioned in 2005
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Both male and female
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Aged between 25-55
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Homemakers, career builders and treats for
children
Quick snack during break times
• Work break treat
• Popular hot drink
accompaniments
• Family treat
• To break into younger
market
• Male and female
• Working, responsible
and still having fun
• Nibble while you
natter
• Longest lasting and most
successful commercial tie ups
• Used to create brand awareness
and communicate launching
and repositioning of new
products
• Cadbury snack took the
advertising spot in 2001
• No clear position in the
customer’s mind
• Previously tried to target
young professionals
• We carried out some
research
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Company – Part of master brand
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Competitors – Club Milk, Twix, Kit Kat
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Customers – Females 25 - 55
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Collaborators – Distributors
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Climate – Movement against obesity
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Successful Reposition & Target
Position as an accompaniment to hot
beverage
Build awareness online & increase fan
following
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To successfully reposition the
three Cadbury snacks range into
a Cadbury snack trio bar for
women aged 25 to 55.
To be recognised as the number
one hot beverage
accompaniment in the minds of
our target market.
To increase our overall likes on
Facebook and our followers on
Twitter.
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The aim of our promotion is
to:
Initiate awareness amongst
consumers
Generate interest for and
desire to have the product
Ensure action to purchase
Every aspect of our
promotional campaign, both
online and offline, will be
continuously monitored and
measured.
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We will utilise the following advertising
methods to target our audience.
Broadcast media
Outdoor media
Ambient
Online
http://www.youtube.com/watch?v=IBOK3SyVfMU
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Tagline, “All three . . And
guilt free”
The adverts will have three
men, representing the
three snack bars. (Purple,
pink and yellow.
Research showed that
these colours are
distinctive in consumers
mind when they think of
Cadbury Snack.
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Use both Television and Radio.
Targeting popular shows among
target audience.
Soaps (Sponsoring Coronation
Street), x-posé, and come dine
with me.
Radio is important as our target
audience are commuting and
travelling every day or at home,
listening to the radio.
Today fm and News-talk.
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We want to catch the eye of the women o
our target audience when they are
travelling.
Working professional are commuting to
work by car, bus, Luas or train.
Mothers are doing school runs, shopping
etc.
So it is important for our outdoor and
ambient advertising to be in the right place
at the right time so our audience will see it.
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Billboards on dualcarriage ways/
motorways on route to
cities where are working
professionals will be
heading.
Bus stop and Luas stop
commuter cards.
Bus exteriors.
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We want to utilise Twitter and Facebook for
our online marketing campaign.
Our online campaign will consist of two
competitions over the space of a couple
of months.
The idea of the first campaign will be to
increase our Facebook likes and our Twitter
followers.
The second Campaign will be to reward
our Cadbury Snack Trio customers.
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1st Competition – To win VIP passes to the
“Cadbury Wonderland Tea Party”
launch, by liking Cadbury’s Facebook
page and sharing a picture of our new
Snack bar and details of the launch, Or
re-tweet the picture on Twitter with
#snacktriowonderland.
2nd Competition – Take a ‘selfie’ of you on
a break with your Cadbury Snack Trio and
upload it to Facebook or Twitter with
#allthreeandguiltfree
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Objective of the launch is to build
awareness around our new product,
get people talking about it and most
importantly trying it.
Aiming at no.1 hot beverage
accompaniment – A ‘tea-party’
launch was best fitting.
Saturday afternoon – Dublin City.
Majority of our target audience
would be off work.
It would be a suitable event to bring
children.
Theme of the “Mad hatter’s tea
party”.
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Big attraction Heston Blumenthal.
Making a enormous Cadbury Snack
Trio bar.
Amy Huberman will be a celebrity
guest to do the honours of opening
the bar after the big reveal.
Everyone will get to try a piece and
can enjoy it with a free hot
beverage.
Keep with other campaigns – The
colour scheme will be purple, pink
and yellow. With plenty of male
helpers in those colours.