Branding Strategies we can Learn from Cadbury

Cadbury is a truly inspirational confectionary brand that appeals to people worldwide. Learn some key branding strategies from his famous chocolate brand.


Ramzi Chamat / 8 Ways Media
2015-09-07 10:55:00

The ultimate intention of any brand is to survive and thrive. As a business, you want nothing more than to succeed amongst the competition, flourishing and attracting a deeper and wider target audience with the passing of time.

Cadbury is a truly inspirational confectionary brand with a long history. Established in Birmingham, UK in 1824, it was founded by John Cadbury, who sold tea, coffee and drinking chocolate. Gradually, Cadbury moved into producing various drinking chocolate and rich cocoa flavours, and by 1897 the company introduced its own line of milk chocolate bars.

The famous Dairy Milk Bar, known and loved across the globe today, was launched in 1905, followed by Cadbury’s Milk Tray, Flake, Fruit and Nut and Crunchie. Following the Second World War, chocolate was no longer regarded as a luxury product and therefore members of the working class were able to afford this product.

Today, Cadbury is the second largest confectionary brand in the world after Wrigley’s, operating in more than 50 countries worldwide and selling products across the globe. Some of Cadbury’s most famous and popular products include Cadbury Dairy Milk, Crème Egg, Wispa and Roses, to name but a few.

Wide Product Offering that Appeals to Children

Cadbury credits the majority of its success to its wide product range. By diversifying its product range, the company was able to transform itself from a primarily UK business to an international brand with a significant impact on the global confectionary and beverages industry.

Cadbury also made it their core business priority to appeal primarily to children, selling products to children either directly or through their parents. The company’s marketing techniques focus on the concept of having fun, and it has an entire line of products created specifically for children (Cadbury Land).

This famous brand is renowned for its high-quality, reasonably priced products that have a long history and lifespan, but also knows and understands the importance of remaining current and appealing. As such, the company regularly updates its packaging with a new wrapper, different size font or new use or colour. That being said, it still keeps the familiar logo across all of its packaging, for continuity.

Cadbury has an incredibly high turnover, generating billions of pounds in profits annually. Children and adults alike know and love the Cadbury brand which remains incredibly popular worldwide. Cadbury knows its target market well and understands exactly how to appeal to them. Finally, the company is careful to test and retest any new concepts or marketing ideas to ensure that they will be as effective as possible.

See here for marketing lessons we can learn from Lindt and Oreo.

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