Cadbury Sales Promotion
The new promotion follows the huge success of Unwrap Gold in 2013, which generated 1 million
online entries compared to 300,000 the year before. This drove incremental sales of £9m, bringing
400,000 new shoppers into the category, and persuaded existing shoppers to spend an additional
£1.14 each on Cadbury products. Independent retailers saw a particularly great success, with an
uplift of 25 per cent during the promotion.
By unwrapping a pink foil-wrapped Cadbury bar, 30 lucky winners will get their hands on a hand-
made sculpture of whatever it is that brings them joy made out of delicious Cadbury chocolate, plus
a joyful surprise worth up to £5,000. So, if opening the box of a new pair of designer shoes makes
our winner jump for joy, not only will she receive a pair of chocolate shoes, but she could also be
jetting off to Milan to pick out a pair of her choice!
In addition to this one in eight promotional packs will win a free chocolate bar – including latest
Cadbury launches like Freddo Faces, Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy
Milk with Lu and Ritz – helping to drive frequency of purchase and encourage product trial.
The launch will be supported by a £3m UK marketing investment, including PR, digital and social
activation, out of home close to stores, and impactful POS to help drive sales for retailers.
Matthew Williams, marketing director at Mondelēz International, said: “Winning what brings you joy
made out of chocolate is an on-pack mechanic with wide appeal. It’s all about bringing joy to the
singles category – for shoppers and retailers alike!
“We’re tapping into consumer trends for personalization and the desire for once-in-a-lifetime
experiences rather than material objects, and we hope that will get customers to increase their
confectionery spend for a greater chance of winning.
“We believe this promotion will generate real excitement in store, as we’ve seen in both 2012 and
2013, by providing a great incentive for increased frequency of purchase. This is a fantastic
opportunity for retailers to drive confectionery sales and deliver growth for the whole category.”
What does this mean for retailers?
Use POS to generate excitement and impulse purchases.
Help drive sales of new lines through easy-to-use free bar vouchers.
Order now to take advantage of this high-profile new promotion and media investment!
This Cadbury on-pack promotion will run across the following products:
Cadbury Crunchie (40g)
Cadbury Wispa (39g)
Cadbury Double Decker (54.5g)
Cadbury Starbar (49g)
Cadbury Double Decker Duo (80g)
Cadbury Dairy Milk (45g)
Cadbury Wispa Duo (51g)
Cadbury Wispa Gold (52g)
Cadbury Boost (48.5g)
Cadbury Twirl (43g)
Cadbury Dairy Milk Bar and a Half (75g)
The social and experiential aspects of a Cadbury sales promotion
In order for an IMC to be effective a number of marketing mediums must be utilised effectively in
order to deliver the message to an extensive audience. As previously discussed, Cadbury has
integrated a number of mediums including television, outdoor, sales promotion, experiential and
social media.
Cadbury has used 2 variations of sales
promotion, both in-store sales promotion and
printed sale promotion in Woolworths and
Coles weekly sale pamphlets. Promotions in
both the weekly sales pamphlets and in-store
have been
Figure offering
1Point customers
of Sale promotion thecheckout
at the opportunity
to purchase the Cadbury Dairy Milk blocks for a reduced price. This form of marketing can be seen as
an incentive for customers, especially those who wish to try a new flavour but are unsure of
spending their money on it. See below a variety of photos showing both the in-store promotions and
the Woolworths and Coles sale pamphlets.
2
Figure 2 Promotional offer on all Cadbury
Dairy Milk bars in store Figure 3 Promotional offer on
all Cadbury Dairy Milk bars in store
Figure 4 Woolworths weekly pamphlet advertisement
Figure 5 Coles weekly pamphlet advertisement
3
Social media is such a widespread marketing medium, so much so that many businesses place details
about their products, services or offers, on social media. Cadbury has been a business to embrace
this medium and has used it to promote their products in many different ways, such as through
recipes that use their products, promoting their experiential campaigns that were coming up and
through building momentum with their followers with questions that prompt them to answer the
question “what flavour do you favour?” With over 9.4 million likes on their Facebook page ‘Cadbury
Dairy Milk’, it would have been a missed opportunity for them not to utilise and promote to the
huge amount of followers. See below a series of images that have been screen-shotted from their
Facebook page.
Figure 6 Facebook post offering followers a recipe to try
with their peppermint chocolate bar
The fifth and final marketing medium that Cadbury use within their campaign is experiential
marketing. Experiential marketing is a “form of advertising that focuses primarily on helping
consumers experience a brand” (Creative Guerilla Marketing, 2013). Cadbury is a prime example of a
business that used experiential marketing, as their recent campaign saw ‘the Cadbury Joy Generator’
come to the streets of Sydney to allow members
of the general public to discover their Cadbury
Dairy Milk flavour match. This activation was
carried out for 2 days in Sydney and was
deemed a success by Cadbury as many people
participated in the activation and therefore the
message about the various flavours of Cadbury
Dairy Milk bars was expressed.
4
Figure 7 The Cadbury Joy Generator in action
