Cadbury's Jestives: Bad Manners in the Biscuit Market - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: McVities Homewheat dominated the half covered chocolate biscuit market. Cadburys Jestives launched in the highly competitive biscuit market, hoping to encourage trial and raise brand awareness. Supported by a national TV campaign, the target audience was youth with the brand creating a youthful and lively personality. Significant sales were gained on a moderate TV spend leading to a 75% return on investment within 6 months. Brand awareness increased significantly and Jestives made a major contribution to the £9 million increase in the value of the market over the last year ;---(TAGS)--- Full Title: CADBURYS JESTIVES : BAD MANNERS IN THE BISCUITS MARKET ; Number: A1999/41 ; Brand Name: Cadbury's Jestives ; Client: Horizon Biscuits ; IPA_ProductCoding: Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: Cogent ; Author: TRACEY FOLLOWS ;