In the early 90's chocolates were seen as 'meant for kids'

usually a reward or a bribe for children

In the Mid 90's the category was re defined by the very
popular RealTasteofLife'campaign
shifting the focus from `just for kids' to the `kid in all of us'. It
appealed to the child in every adult
And Cadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good feelings'
In every adult there is a child let that child express itself give in
to temptation and satisfy his or her
desire to sink teeth into a smooth creamy delicious
chocolate. This approach appears to be unique to Cadburys .
Cadburys multi award winning campaign The Real Taste of Life launched in the
90 s attempts to capture the child
like spontaneity in every adult From the old man offering
his wife a Dairy Milk chocolate to the dancing girl in acrowded stadium all reflect
the impulsiveness and the spontaneity of the child in the adult
This campaign went on to be awarded 'The Campaign of the Century' in India at
the Abby Ad Club Mumbai awards

Advertising campaigns: CDM advertising has always depicted a rich tapestry of

human emotions and relationships. In the 1980s, it was positioned as 'the perfect
expression of love', captured in memorable copy: 'sometimes Cadbury can say it
better than words'. During the early 1990s, CDM emphasised its international
identity, communicating that it was the 'real taste of chocolate'. In 1994 came
the path-breaking `real taste of life' campaign. This campaign created a dramatic
shift in the way chocolates were perceived. CDM has increasingly become
trapped as a reward for children and this campaign unshackled the brand by repositioning it to the 'free-child' in every adult. CDM redefined itself as the perfect
expression of spontaneous, shared good feelings, providing the 'real taste of life'
experience. The strategy paid off: Brand Cadbury grew by over 50% in sales
volumes. Then in 1998, the next stage of growth for the brand dealt with
popularising consumption in a social context, especially in more traditional
settings like weddings. With the campaign Whaanein waallon ko khaanein ka
bahana chahiye' featuring Cyrus Broacha, CDM aimed to substantially increase
penetration levels. The campaign was launched in tandem with the award
winning `Kuchh khans hai...' campaign, and the media strategy was to let the
two co-exist towards a common vision: 'A Cadbury in every pocket'. The brand
penetrated into smaller towns and sales volumes grew by 40%. More recently,
Cadbury signed on Amitabh Bachchan to endorse the brand. The latest TVC
featuring Bachchan and a kid is fittingly titled 'charm'. Charm, very clearly, is
what Cadbury is carefully reworking into CDM communications; that and what
the company terms 'the joy of consuming chocolate'. The company's
repackaging exercise, which used a combination of packaging technologies, was
unprecedented in the category. With the redesigned packaging in place, the
company decided to communicate the measures it had taken to safeguard

quality standards. To add credibility to its pitch, Cadbury took recourse to

Bachchan's deep baritone. The commercial has done wonders to consumer
confidence.
CDM is for the kid in you: In the early days, the CDM (Cadbury Dairy Milk) brand
had a huge fan following among kids. In order to build stronger appeal among
older age groups, the brand re-positioned itself through the Real Taste of Life
campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate
that awakened the little child in every grown up.
In the early days, the brand had a huge fan following among kids. In order to
build stronger appeal among other and older age groups, the brand re-positioned
itself through the classic 'Real Taste of Life' campaign in 1994. Over the years,
Cadbury focused on its advertising campaigns for Diary Milk to connect with the
people and gained popularity. Earlier, there was a perception that chocolates
were meant only for children. Cadbury wanted to change this perception and
thus it started various advertisement campaigns meant to influence adults and
add them to its consumer segment. The campaign involving adventure appeal
positioned Cadbury Dairy Milk as the chocolate that awakened the little child in
every grown up and very soon, both teenagers and adults, were hooked on to
this bar of 'pure magic'. The 'Real Taste of Life' campaign had many memorable
executions, which people still fondly remember. However, the one with the "girl
dancing on the cricket field" has remained etched in everyone' s memory, as the
most spontaneous & un-inhibited expression of happiness. The ad shows a
cricket match in action with a boundary required of the last ball to win the match
and for the batsman to get his century. The batsman hits the last ball in the air
as the crowd watches with bated breath, the fielder gets underneath the ball, a
young lady in the galleries prays frantically for him to miss the ball. Much to the
delight of the fans and the lady the balls sails over the boundary rope. As soon
as that happens she jumps out on the ground and starts jiving to the tune kuch
khaas hai zindagi mein kya swaad hai zindagi ka.
The most important aspect was the projected audience of the ad, the TG being targeted. The TG was No
Longer limited to kids. It was about every age group of life, from kids to adults. This ad brought in adults
into the ambit of TG for the product. The campaign positioned Cadbury to be seen associated with the
special quality that all of us possess and are particularly proud of (kuch khaas hai ham sabhi mein)

This thing was highlighted in one more ad under this campaign itself where a grandfather is
shown playing with his grandson helping make bubbles out of a tube after immersing in the
soap filled water, then showing a mother playing with her daughter, then showing a young
adult trying roller skates along with a young kid, a pregnant lady demanding a chocolate
from her husband saying that the kid in her womb also wants it. These campaigns have been
so touching that it made people go for them for sure and without the fear of eating them in
public.

Initially, Cadbury ads targeted children they showed a loving

father bringing chocolates home for the children as a
surprise. The ads were formulated keeping in mind the Indian
society then, where the children didnt have money with
themselves to buy sweets and chocolates. With this, Cadbury was
able to capture a substantial part of its target segment the kids.

Cadbury applies a Tailored Strategy (i.e. customising for segments) by dividing it into
various segments with its various product sizes, such as: break segment, impulse
segment, take-home segment and gift segment.
Cadbury has various product sizes:

Bite size e.g. Freddo faces, Crispello bags, etc.

Small sizes/ chocolate bars (50-60g), e.g. Twirl bar, Crunchie bar, etc.

Block sizes (135g 500g)

Boxed chocolate package, e.g. Cadbury Christmas Sharing edition,

favourites Mini Blocks, etc.

Cadbury has many products to target specific segments that cover a broad range
of consumers:

Pre-teen products that attract children age 9-12 (e.g. Caramello and
Freddo)

Other product ranges such as Old Gold blocks, Chocolate blocks, etc.
attract consumers of all ages

Nut free products (Pascall range) for nut intolerant people

Cadbury has products that are halal certified

Targeting health conscious consumers with a nutritional panel of daily

intake (DI) %. Cadbury packaging features a visible be treatwise logo

Cadbury positions themselves as an

all-time favourite chocolate that is meant for all, irrespective of the

age, class and gender

They primarily use purple for their trademark packaging with colour accents for
different products, depending on the targeted demographic

https://www.youtube.com/watch?v=Xcw_c7mzAx4 : Boy and Girl

https://www.youtube.com/watch?v=kKXR6ZZ1LU0 : Cricket
https://www.youtube.com/watch?v=uf0Ktuv3Rzw : Dairy Milk Mehandi ad
https://www.youtube.com/watch?v=RUyuYOCJur4 : Old Man,woman

Reduced: The classic bar has been shrunk from 49g to 45g as part of the re-launch as a new 'curved'
shape - but the price remains the same at 59p. The old bar is pictured top with the new one below