CONFECTIONERY
Advertising Effectiveness
FRONT COVER PROMOTION
CADBURY DAIRY MILK
CADBURY RAISES THE BAR
WITH HELLO! MAGAZINE
SETTING THE SCENE:
At the start of September 2008 Cadbury launched
two new Dairy Milk variants, Cadbury Dairy Milk
Cranberry with Granola and Cadbury Dairy Milk
Apricot Crumble Crunch. A year and a half in the
making, the two new Cadbury Dairy Milk variants
were selected following extensive consumer insight
and experimentation, trialing nearly 200 different
flavour combinations. Cadbury Dairy Milk is
celebrated for its use of the highest quality ingredients
and the new variants were no exception; creating
a perfect combination of flavours with generous
helpings of juicy fruit and crunchy cereals, 80 years
after the first combination Cadbury Dairy Milk Fruit
& Nut was created. The launch was supported
by a £2 million media campaign entitled ‘Loving
Combinations’. As part of this campaign Cadbury
approached HELLO! to cover-mount either the
Cadbury Dairy Milk Cranberry with Granola or
Cadbury Dairy Milk Apricot Crumble Crunch on a
specific issue during the September launch month.
In this way the two new varieties would be trialed
by both loyal Cadbury Dairy Milk consumers and
potential new converts.
What were Cadbury’s main objectives
for the activity in HELLO!?
Cadbury’s main objective for covermounting HELLO! with the two new
varieties of Dairy Milk was to build
on the success of the Dairy Milk
brand by sampling their new variants
amongst an enormous customer base of
HELLO! purchasers. By cover-mounting
approximately 415,000 copies of
HELLO! magazine, Cadbury were
able to reach a substantial sample of
“chocolate loving” purchasers (see
‘Why HELLO!’).
CONFECTIONERY:
CADBURY
DAIRY MILK
ELEMENTS OF THE CAMPAIGN:
HELLO! has worked with a number of
chocolate companies to cover-mount chocolate
bars and raise awareness of an existing brand
or to allow a new brand to be trialed by the
hundred of thousands of women who pick
up HELLO! weekly. Building on the success
experienced by other chocolate brands,
Cadbury approached HELLO! to cover-mount
the two new Cadbury Dairy Milk varieties.
To promote the launch of Cadbury Dairy
Milk Cranberry with Granola and Cadbury
Dairy Milk Apricot Crumble Crunch for the
September launch in the UK Cadbury covermounted the UK editions, leaving the Eire
launch until October, as the variants were to
launch one month later in Ireland.
What attracted Cadbury to HELLO!?
Both Cadbury and HELLO! are well
established brands within their own market
place. Cadbury Dairy Milk has over 100
years of heritage and continues to be
the No. 1 chocolate brand in
the UK. Since its launch in
1988 HELLO! has become
one of the world’s most iconic
magazines, with many imitations
launched on the back of HELLO!’s
success. HELLO! provided Cadbury the
ideal opportunity to sample their new variants
amongst an upmarket female audience in the
space of just one week.
How did Cadbury find the HELLO! advertising
team’s creative work and service?
HELLO! magazine has a proven and robust
operational set-up when it comes to cover-mounting
chocolate bars, in terms of blister packing the bars
and finishing the entire process to be on-sale in time.
Because of this expertise, and being a weekly title,
the advertising team were able to turn the Cadbury’s
cover-mount promotion around in a matter of a few
weeks. In addition, the advertising team worked hard
to ensure that the UK cover-mount ran on the same
issue that Cadbury’s had the OBC of HELLO!
booked for the ‘Loving Combinations’ campaign.
WHY HELLO!?
Nearly 800,000 or 40% of HELLO!
readers are classed as heavy
consumers of chocolate bars
•
• 1.5 million HELLO! readers are
consumers of Cadbury chocolate
bars – more than all women’s
glossy monthlies
• 1.2 million HELLO! readers agree
they like to try new food products
Source: TGI Apr 07 – Mar 08