Cadbury's Marketing Campaign

1. “Kuch Meetha Ho jaye” by Cadbury – Cadbury Dairy milk is the market leader when it comes to chocolates in Indian market. It has come up with series of campaigns over the years from “Kya swaad h jindagi me” to “Khane walo ko khane ka bahana chahye” to “Kuch Meetha ho jaye”.

If we see carefully all these campaign have been aimed at the repositioning of Cadbury as a brand. It used to be thought as a treat for kids but Cadbury has tried to reposition itself as a chocolate for anybody and everybody (targeted at youth and adults).

With the campaign “Kuch Meetha ho jaye”, Cadbury again tried to move its positioning from a chocolate bar to a dessert/sweet. This tagline was aimed at replacing the traditional Indian sweets with Cadbury dairy milk.

Cadbury has expanded its target segment with these campaigns and they have taken full advantage of various festivals in India such as Diwali and Raksha-bandhan to increase the emotional appeal of the brand.

Efforts to live up with the brand positioning -

I. Continuous changes in packaging – Cadbury dairy milk keeps changing its packaging in line with the advertising campaigns. Introduction of the festive packs for Indian festivals are also done to support the campaigns.

II. Introduction of new variants in dairy milk family – such as crackles, fruit & nuts and the most recent one – dairy milk bubbles

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