Cadbury's Dream: How brand communications launched a new white chocolate - IPA Effectiveness Awards Case Study 2004

Brief Description: This case study demonstrates how the effects of brand communications, and brand communications alone, were the principal drivers in establishing a new brand in a market dominated by one of the most powerful brands in the world, Nestle. The outstanding feature of this case is that it is in fact a branding 'make-over' of Cadbury's previous white chocolate offering called 'Creamy Bar' which had languished in this market segment for years, unsupported, with a less than 4% market share ;---(TAGS)--- Full Title: Cadbury's Dream - a dream launch - how brand communications launched a new white chocolate, April 2002 ; Number: 2004/28 ; Brand Name: Cadbury's Dream ; Client: Cadbury-Schweppes, South Africa ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: Berry Bush BBDO (South Africa) ; Author: Victor Bennett ;