Cadbury has announced plans to celebrate ‘100 years of happiness’ in 2005 as Dairy Milk reaches its first century.
The confectionery giant will use the landmark to trigger a multi-million pound marketing campaign centred on ‘sharing moments of happiness’ with the nation.
Building on the brand’s current ‘Your happiness loves Cadbury’ advertising tack, the integrated, through-the-line push will include promotions and advertising as the brand continues to enjoy the largest number of variants in its history.
Cadbury’s decision to throw a number of high-profile standalone brands, including Wispa and Caramel, under the Dairy Milk banner has so far reaped great rewards for the confectioner.
According to latest figures from ACNielsen, the Dairy Milk portfolio is currently notching up annual sales of around £320m, meaning it is now outselling nearest rival Galaxy, from rival Masterfoods, by more than two to one.
Cadbury claims the brand is purchased by more than 60% of the population and marketing director Louise Cooke said its centenary presented a further opportunity to grow sales.
“2005 is set to be the biggest 12 months in Dairy Milk’s history and we are aiming to touch the lives of everyone in the country with our celebrations, from Dairy Milk fans of all ages to our retail customer partners.”
The confectionery giant will use the landmark to trigger a multi-million pound marketing campaign centred on ‘sharing moments of happiness’ with the nation.
Building on the brand’s current ‘Your happiness loves Cadbury’ advertising tack, the integrated, through-the-line push will include promotions and advertising as the brand continues to enjoy the largest number of variants in its history.
Cadbury’s decision to throw a number of high-profile standalone brands, including Wispa and Caramel, under the Dairy Milk banner has so far reaped great rewards for the confectioner.
According to latest figures from ACNielsen, the Dairy Milk portfolio is currently notching up annual sales of around £320m, meaning it is now outselling nearest rival Galaxy, from rival Masterfoods, by more than two to one.
Cadbury claims the brand is purchased by more than 60% of the population and marketing director Louise Cooke said its centenary presented a further opportunity to grow sales.
“2005 is set to be the biggest 12 months in Dairy Milk’s history and we are aiming to touch the lives of everyone in the country with our celebrations, from Dairy Milk fans of all ages to our retail customer partners.”
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