Like any of us, a product's life history undergoes many phases.Cadbury's one of the most popular product - Dairy Milk wasn't an exception.Looking through the history, the way Cadbury marketed Dairy Milk with different campaigns, focusing & projecting it in various ways & alluring people to indulge in their sweet tooth in some way or the other.
Way back in 1994, Cadbury's market was stagnating so it launched Real taste of life (kya swaad hai zindagi mein) which managed to get young adults.
In 1998, Cadbury saw many young adults still need rational justification for having chocolate, it launched ' Khane waloon ko khane ka bahana chaihiye.
Also, not much back in the past, Shubharambh and kuch meetha ho jaye displayed cadbury as a special occasion 'meetha' category. Like the one displayed by Thanda Matlab... (Coca Cola).
Meethe pe kuch meetha ho jaye: Dairy Milk's ongoing attempt to move away from special occasion product to one that is consumed daily.
Cadbury now wants chocolate to be in household's daily consumption habit may be in dessert or in snacks. It has stepped into the market with long haul strategy to attract all age groups which is a very strong move. It looks Indian sweets as its competitor and not Nestle(what a way to make your competitor feel low). Keeping that in mind it also wants to compete and push dairy milk in Indian Sweet style.
Post inspired from here
4 comments:
Nice to refresh the Dairy Milk Ads :)
& yea.. interesting perspective too :P
Nostalgiaaa...i used to absolutely lovee tht 1st AD of dairy milk when i was a kid...vl be humming it fr the rest of the day :)!!
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