Hi friend – Rob here. Today in Salmon Theory+: a summary of Cadbury's IPA Effectiveness Award (Grand Prix). This is designed for you to get the gist of what they did. For the full data and story, check the IPA paper. (Sadly i can't distribute the original!) Let's get into it. 🚨 Problem: Cadbury's equity was in decline after a hostile takeover, too much reliance on new product development, and generic brand communications. 💡 Solution: Focus on Cadbury's core product, Dairy Milk, and its...