CASE STUDY: Cadbury's 'Fully Coated' Launch
Provided by UM
Challenging the norms of the FMCG category, with the biscuit sector's first ever 100% outdoor launch.
What was the Challenge / Background of the Campaign?
Consumers across the UK were devouring the new, exciting, premium and totally different taste of Cadbury Biscuits before the chocolate had even entered their mouths. Why? Because the media campaign that heralded their arrival was like nothing the category had ever known. A whopping 85% of media spend in the biscuit category goes on the tried and tested medium of TV. To stand out in an intensely crowded market place, and to show that Cadbury Biscuits were different to any other crunchy treats out there, we had to step away from that norm.
What was the Campaign Objective?
Research had shown us that to have a genuine impact on a person's decision to purchase biscuits, we had to get into their personal space - where they lived, worked and shopped.
What was the Solution?
Our idea was bold, in all senses of the word. Challenging every norm in the category, we created the biscuit sector's first ever 100% outdoor launch. Answering all of our questions, it would be a completely original, indulgent, aspirational and premium outdoor feast. We didn't do it by halves, either. We took a clever, layered approach, using a wide range of outdoor formats in key environments, giving huge numbers of shoppers across the UK a true outdoor feast.
What were the Results?
After the first 16 weeks, Cadbury Biscuits had become the biggest biscuit launch in a decade! We had helped create a £15.9m brand in less than a year, and rolled out the biggest sweet snacking launch of 2010. The UK's most influential FMCG magazine, The Grocer, voted it the top biscuit launch of the year! AND we helped attract a younger and more mainstream consumer. Awareness of the campaign rocketed past industry norms and we also saw a huge increase in purchase consideration. Finally, our point-of-sale (POS) advertising led to an impressive 16% sales uplift.
What were the Key Learnings of this Campaign?
"The clarity & conviction of UM's strategy has really contributed to the successful launch of Cadbury Biscuits." Simon King, Brand Controller, Cadbury Biscuits.