Chocolate, the one thing that everyone consumes, from a small child to a 100-year-old man, is the most degraded product and is expected to market itself. Who is really serious about it?
Cadbury India, have used Facebook Marketing as part of their marketing strategy to promote “Dairy Milk”, a brand that is trying to take the position of quintessential after-dinner desserts with the tagline: “Khaney ke baad such (kuch) meetha hojayey “.
Cadbury India history
Entering the Indian market in 1948, Cadbury is a well-known and beloved brand owned by Mondelez International. Cadbury remains at the top of the Indian chocolate market due to its quality products and the memorable ways it communicates with consumers.
Cadbury’s business objective
The confectionery brand wanted to measure the impact Facebook would have on its 2-month “badhti dosti ke naam” multi-channel campaign, which shows people building friendships by sharing Cadbury Dairy Milk.
Cadbury strategy
Cadbury used Facebook Marketing to build on the 30-second TV ad they created with this sweet saas-bahu (mother-in-law-daughter-in-law) duo to use their “Dairy Milk” brand as a tool to build friendship and relationship.
Most of us who have been married definitely understand the beauty and enigma that the relationship between this duo brings into our lives so this interesting concept of sharing something sweet to explore a connected bridge with the audience on an emotional level.
To position itself as a way for people in India to grow their friendships, Cadbury ran a 2-month cross-platform campaign, including digital and traditional channels.
The brand created a 30-second TV commercial featuring a mother and daughter-in-law dancing in the street while sharing a chocolate bar, and posted it as a video ad on Facebook.
Results:
Using reach and frequency as parameters on Facebook, Cadbury India encouraged its audiences to spread the word about the campaign, share the campaign with their friends.
They could achieve:
• 5.8% increase in priority awareness
• 5.1% increase in brand consideration attributed entirely to Facebook
• Incremental reach of 5.7% over television
• 8.1% incremental reach over low-light TV viewers
• 2.8% increase in spontaneous awareness
• 10 times greater impact on Facebook’s advertising investment
Cadbury Worms Crisis 2003 (Case Study)
In 2003, there was a crisis in Cadbury in which “worms” were found in Cadbury Dairy Milk, which came to the fore when children were the main consumers of Dairy Milk.
There were several discussions between Cadbury Management and the retailers about who was responsible for this incident.
While Cadbury’s management argued that there was no possibility that the infestation could have been possible at the manufacturing end, but only during poor storage conditions at the retailers, the retailers argued that the worms could not have burrowed into the chocolate bars during storage and should have only been part of the manufacturing process.
Cadbury Dairy milk with worm
This crisis, as it occurred during festival season, reduced Cadbury’s book sales by 30% instead of adding 15% during the festival, which was the norm for the company.
To ensure customers regain trust, Cadbury did two things simultaneously:
1. To launch a new package “sealed for purity” and inverted up to Rs. 15 crore on imported packaging machinery to maintain vacuum in packaging to ensure such incidents do not occur in January 2004.
2. Tied to “Amitabh Bacchan” as a brand ambassador to communicate the packaging change to customers and promise them it was safe to eat Cadbury again.
Using this two-pronged approach, Cadbury was able to:
1. Convincing the media and the public that the manufacturing process was absolutely safe and that the infestation was only due to storage conditions and by introducing the new packaging this would be prevented in the future.
2. Restore trust to customers by presenting a genuine brand ambassador that is respected throughout India.
3. Recover the sales you lost since the crisis began.