Cadbury's Flake: An alternative campaign - IPA Effectiveness Awards Case Study 1982

Brief Description: 1976-1981 new campaign for Cadbury's Flake chocolate, replacing a campaign that had been successful for over 20 years. Objective: to stimulate short-term sales amongst light buyers. To attract a younger consumer but maintain the traditional brand image. Media: TV. Test area first. Evaluation: improvement in short-term sales success, attracting a younger consumer yet the traditional brand image remained strong. ;---(TAGS)--- Full Title: Cadbury's Flake: an alternative campaign ; Number: 1982/16 ; Brand Name: Cadbury's Flake ; Client: Cadbury UK ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: Leo Burnett ; Author: Pamela Vick, Mo Fisher ;