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Cadbury channels John Wanamaker



Despite a Cannes Grand Prix and some very memorable imagery of Gorillas and Trucks, Cadbury's Dairy Milk has lost market share to competing chocolate brand Galaxy who opted for a strategy based on positioning and targeted sponsorships rather than flashy TV ad campaigns.

Sure, the Cadbury ads are memorable, but do they sell?

Jan Jesenovec, confectionery analyst at TNS, told Brand Republic that "Advertising will not significantly increase your sales. It simply reinforces the positions of big brands."

There you have it folks: Advertising doesn't increase sales.

Does anyone else think this is a complete load of rubbish?

Most people know Gorilla ad, but as Brand Republic reports, the Galaxy marketing which targets women in 'indulgent moments' was also "boosted by several high-profile partnership deals, including ties with the Sex and the City movie and the British Book awards.
Cadbury's flagship Dairy Milk brand has lost market share to arch-rival Galaxy. According to the annual Biggest Brands survey compiled exclusively for Marketing by TNS, Dairy Milk lost share in the take-home confectionery sector, posting growth below the 2% market rate to reach a sales value of about 200m. By contrast, Galaxy grew 12% year on year to about 80m.
Their targeted approach, whilst less glitzy, has been working harder:


Philadelphia retailing tycoon John Wanamaker once said, "I know that half of my advertising doesn't work. The problem is, I don't know which half."

I'd say Cadbury should know which half ain't working.


Tuesday, September 23, 2008   permalink to archived copy   del.icio.us   DiggIt  

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