Page 1 Chocolate segment:-

The chocolate prism is distinctive, the only triangular chocolate in the world. The Toblerone
is a heavy, three-sided bar of thick chocolate, created by Swiss chocolatier Theodor Tobler in
1908. It is said that the shape, designed in collaboration with his cousin Emil Baumann, was
inspired by the mountains near the Tobler and Baumann homes.
Acquired by Kraft in 1990, the Toblerone was brought to India in 2012. The classic Toblerone
has tremendous variety in size and flavor. The bar can be as small as 10 centimeters or as
large as one meter. In flavor, its range covers the pure milk Toblerone to the bars flavored
with almonds or with fruit and nut. In India, Cadbury launched the brand in its classic Milk
Chocolate flavor.
For globe trotters, the Toblerone has been the most preferred premium chocolate for gifts;
not surprisingly, it is the top-selling brand at duty-free stores at airports across the world.
Expectedly, Cadbury India introduced Toblerone to the country as a gift like none other!
Toblerone is manufactured only in one factory, Bern Brunnen in Switzerland and exported to
markets worldwide.

Cadbury Dairy Milk is the benchmark for quality in chocolates in India, loved across all age
groups, sometimes saying it better than words! A bar of pure delight, offering the real taste of
life, it appeals to all age-groups! All any chocolate aficionado needs, is an excuse to bite into
the Cadbury Dairy Milk square! As they say, khanewalon ko khane ka bahana chahiye!
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Marked by its higher milk content, Cadbury Dairy Milk was launched in India in 1984; a
progression of the Cadbury Milk chocolate bar initially brought to India in 1948. In the next
three years, Cadbury India launched variants of Cadbury Dairy Milk such as Fruit & Nut,
Crackle and Roast Almond.
The brand has won awards for several marketing and advertising campaigns - an Emvie in
2010 for Best Integrated Campaign and an Effie Gold in 2011. It was one of the first brands
to be promoted on the mobile-phone platform with the hugely popular Pappu pass ho gaya
campaign.
Positioned in the early days as the brand that was as loving as a mothers hug, it grew into the
brand that everyone loved, offering the real taste of life! In recent years, it has become
associated with auspicious beginnings (shubh aarambh), celebrations (kuch mitha ho jaye,
Pappu pass ho gaya, cricket victory and Miss Palampur beauty pageant) and the joy of payday!

You don't buy it, you earn it! That's Bournville for you! When Cadbury unleashed Bournville
in the premium Indian chocolate market, it found an immediate appeal among discerning
chocolate lovers. It made the bitter better!

The premium, fine dark chocolate is made from Ghana cocoa! The darkness has another
appeal the health angle - as a rich source of antioxidants that are known to retard the ageing
process. Partnered with red wine, the dark chocolate is a connoisseurs delight.

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A favorite of the Indian consumer for more than four decades, 5 Star still continues to be
what it was back then when it was launched in 1969 a novel concept in the chocolate
world, that set a new revolution in the making of chocolates. Never before had people bitten
into something so chocolaty and deliciously chewy at the same time! Small wonder that they
saw the deliciously rich bar as something theyd hate to share.
The star of every refrigerator and pocket, people cannot resist biting into one! What makes 5
Star so irresistible is the unique combination of chocolate, caramel, and nougat.
While the classic 5 Star is caramel-filled chocolate, theres also 5 Star Fruit & Nut, which
was launched in 2008, and 5 Star Crunchy, launched in 2005. The lingering taste of
togetherness has given way to the dreamy surrender (jo khaaye kho jaaye) to the gooey,
chewy delights of 5 Star!

Perk is an 'Anywhere, Anytime' snack, a perk-me-up for chocolate lovers and frequent
nibblers.
Introduced in India in 1996, Perk is a delightful combination of chocolate and wafer, an
offering that even challenged the traditional giants in the snacks industry - the makers of
chips and biscuits. The 'little something for the stomach' ('thodi si pet pooja') instantly won
hearts and got lips licking, soon becoming the most delectable mini snack in town.
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In the new millennium, the crispy, chocolaty treat became even more irresistible with
Cadbury unveiling the Perk XL and the Perk XXL and, in 2003, the Mini Perk, which
ensured that consumers enjoyed more delicious value for money. Subsequently, we launched
the innovative 'Ulta Perk' (opposite or inside-out Perk), with chocolate filling inside a
crunchy wafer. Then came the Cadbury Perk with Glucose Energy! Launched in the year
2009, this offering from Cadbury was a sheer treat, both for the chocolate lovers as well as
the fitness freaks! Hordes perked up, urged by the dream alive - sapno se race lagao campaign, racing ahead on the energizer at railway stations, on cricket fields, and in
challenging even Yamraj (the god of death)!

A gem of sheer delight, the crunchy candy shell deliciously releases the melting chocolate.
The rainbow-hued Cadbury Gems is unique in attraction available in a range of packages
and measures, its ageless appeal (No Umar for Lalach) surfaces in all situations and
circumstances, from museums to garden parties, for toddlers, busy executives and even
pandas! (Rangeen Panda Ki Rangeen Pasand).
What started as a tiny button of joy that could fit in a child's fist has become a universal
favorite. The brilliantly colorful delight refuses to let go of its sway over people of all ages.
As the ad says, Raho Umarless!
Introduced in India in 1968, Cadbury Gems soon became an instant hit with chocolate lovers,
retaining their immense popularity till date.

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Traditionally, there were Indian sweets (the mithai) and there were chocolates. Then came
Cadbury Celebrations and the gap was bridged.

Cadbury Celebrations debuted on the Indian festival stage in 1997 - serving up a tantalizing
mix of chocolates in all shapes, sizes, flavors and packages at the many traditional festivals of
India, positioning chocolate as a fitting replacement for the traditional mithai. From the year
2000, there was more focus on the festivals of raksha bandhan and diwali and, subsequently,
on auspicious occasions such as engagements (for the shagun, the auspicious exchange of
sweets) and, beyond, to celebrating special relationships such as friendship (Aisi Mithaas
Jo Dosti Banaye Khaas).
In 2002, Cadbury further strengthened and nurtured the closeness of the brother sister
relationship. With Gulzars heartwarming lyrics 'Rishtey Pakne Do, Aankhon Se Chakne Do',
the age-old custom of tying a Rakhi was followed by gifting a box of Celebrations.
Cadbury Celebrations creatively designed a new format for the chocolate - as chocolate
laddoos (challenging the traditional motichoor and other laddoos)!

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Beverages segment:-

Cadbury Bournvita has been named Indias most trusted brand. One of Indias earliest brands
in the malt-based or malt food category, it carries six decades worth of popular confidence in
its quality of providing the best nutrition to aid growth and all-round development.
Cadbury Bournvita was launched in the same year that Cadbury India was established (on
July 19th, 1948) as a private limited company under the name of Cadbury-Fry (India). In the
half-century since its launch, it has retained leadership in its category, remained an enduring
symbol of mental and physical health. For years, the Bournvita Quiz Contest remained a
popular booster for the message: healthy mind in a healthy body!
Adding its rich chocolate flavour to milk, Bournvita serves the childrens demand for taste
and the parents insistence on nourishment. Not surprisingly, the good upbringing that
Bournvita promised in its early years went on to offer goodness that grows with you! As the
brand itself grew, it extended its appeal by offering the Cadbury Bournvita 5 Star Magic with
its chocolate-and-caramel flavour, the Bournvita++ with its additional nutritional levels for
Tan Ki Shakti, Man Ki Shakti (physical strength and mental might) and the Bournvita Li'l
Champs formulation with scientifically proven ingredients like DHA and whey protein, ideal
for children in their formative years (between two and five).

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Biscut sement:-

Its the biscuit that cries out to be eaten slowly oh so slowly, with delightful relish! And
children across the world have been teaching parents the fun way to eat it twisting the
biscuit open, licking the cream, and then dunking the biscuit in milk. Its no wonder then, that
families the world over, come together over the Oreo. In India, its brought the togetherness
mela!
The delicious combination of dark chocolate biscuit and vanilla cream was first introduced to
the world in 1912. It was brought to India, however, almost a century later, in March 2011 by
Cadbury India. In 2012, we introduced Oreo in a choco-crme flavor, which has been well
received by audiences young and old.
The original Oreo formula was so perfect that it has hardly been modified since. It sprints
ahead of competition quite naturally; with more than 7.5 billion Oreo biscuits eaten each
year, it is the worlds most consumed biscuit.
The Oreo promotional campaigns in India have been mainly about togetherness dear dad
with daughter and son, and families. On the Oreo face, of course, there are the dots and
dashes! The design on every Oreo biscuit consists of 12 flowers, 12 dots and 12 dashes per
side.
Then there are the facts that put Oreo on top

If every Oreo Biscuit ever made were stacked on top of each other, the pile would
reach to the moon and back more than five times.

If all the Oreo biscuits ever made were placed side-by-side, they would encircle the
earth 381 times at the equator.

Oreo is sold in over a 100 countries and is the best-selling biscuit of the 21st century.

Approximately 25 billion Oreos are eaten per year. (Thats about 70 million per day,
or 800 per second!)

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Candy segment:-

It has been a refresher, restorer and remedy cooling in the heat, calming in stressful
situations and remedy for sore throats. A three-in-one delight, from cough reliever to a cool
blast to just cool, Halls has been loved in all its avatars.
Halls has been in India since 1968, though acquired by Cadbury only in 2003. For many
years, Halls was the only big player in its category, its strong menthol with mint and lime
flavour making it a favourite. Earlier positioned mainly as a means to soothe irritated
throats, Halls is now seen more as a refreshing candy. The tang of its lime and minty flavours
is a pep-up blast (Thandi Saas Ka Blast), refreshing but also restoring calm in traffic jams and
crowded railway stations. Since 2010, Halls has with its iconic polar bear forcefully
stomped its way to the top in its category in the Indian market.
Year 2013 ushered in a new IMC campaign Unlock the power of breath keeping in mind
teens and young adults who are the candy and mint consuming group in India. Taking a deep
breath of differentiated intense cooling mint of Halls during times of anxiety or nervousness
helps one gain focus and clarity as Halls acts as a catalyst to unlock that breath. More than
half a million views per week of the Ad on air as well as on YouTube speaks for its
popularity.
The IMC campaign Breathe the change is to go live across all key cities in India. Designed
to build upon the idea of Power of Breath and how it can make a difference to peoples
lives, the IMC would go live across key media vehicles like digital, mobile, radio, TV and
on-ground.
The message behind the campaign is to highlight the strength in the collective power of
people. With this campaign, we encourage people to give their breath for the cause of
electrifying a village devoid of power. When we reach 2 lac breaths, we shall install a
windmill which would help provide basic facilities for the people residing in the village
bringing in more power, more hope.

Page 9

Cadbury introduced the legendary clairs in 1971, after it acquired Pascall, an English
confectionery firm that devised this delicious formula in the 1960s. In 2013 it was
rechristened as Cadbury Choclairs to ensure that the name of the legendary candy remained
consistent globally.
A favorite of chocolate lovers, it is unique in form and make, with a soft and chewy exterior
and a rich Cadbury chocolate-filled interior. Cadbury Choclairs can take you on a delicious
journey through a layer of pure caramel to a heart of rich Cadbury chocolate. The two classic
ingredients of toffee and chocolate combine together to make Cadbury Choclairs an all-time
favourite.
This delicious candy urged chocolate lovers to open, pop, roll and chew creating a delightful
diversion in their mundane lives. India's chocolate aficionados were reminded of the
distinctive taste of clairs (swad alag baat alag), promising mysteriously unknown pleasures
- (bahar kuch aur andar kuch aur) - and a world of blissful forgetfulness (jo bhi khaye
duniya bhool jaaye).
This candy anomaly so caught at everyone's hearts (kar de dil pe jadoo) that Cadbury
launched it in 2009 with an added gush of liquid chocolate encased in its soft caramel and it
was announced as a bomb of sweetness (chocolate ka meetha bomb) to the world. In 2010,
Cadbury heralded the launch of Cadbury clairs Rich Brownie, a premium clairs with
smooth brownie flavor enveloped in delicious caramel delivering a Chocolate Fountain to
clairs lovers. The brand truly provides an immersive eat experience to consumers urging
them to Get Lost in its yummy taste.
Forever innovating the product to appeal to consumers changing tastes and preferences, in
2013, the brand underwent a positive transformation and became less sticky than before. This
product relaunch was accompanied by the change in the brand name to Cadbury Choclairs,

thus making Choclairs the candy that sticks to your mind and not to your teeth (Link to
Choclairs TVC)

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Gum segment:-

Bubbaloo brought about a juicy change in how consumers looked at gums!

Known as the gum with the juicy centre, the internationally-loved brand of bubble-gum made
its foray in the Indian market in 2007, though its been available worldwide since 1984. Its
liquid centre sets it apart from the regular gums, the spurt of fruit-flavoured liquid exciting
the taste buds as you bite into a Bubbaloo! That, perhaps, helped decide in its favour while
the juicy heart of the Bubbaloo inspired its differential popularity, its also an inspiration to
get the wheels of the brain turning in decision-making ... Decision Gum, indeed! It has
inspired games and is even hyped as a face gym, exercising muscles to give that lean,
sculpted look that makes the face arresting!
Bubbaloo is available in the strawberry flavour and the brand commands nearly 10 per cent
of the gum market in India.