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Salmon Theory, by Rob Estreitinho

📊 Case study: Cadbury: There's a glass & a half in everyone (IPA Grand Prix Winner, 2022)

Published 8 months ago • 2 min read

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:

  1. Focus on Cadbury's core product, Dairy Milk, and its distinctive feature - a glass and a half of milk in every bar.
  2. Developed a new brand platform, 'There's a glass & a half in everyone', to inspire more generosity in the world.
  3. Create emotionally involving stories that dramatised everyday moments of generosity ('small big' gestures).
  4. Complement with activations like the Cadbury Worldwide Hide, Secret Santa, and Donate Your Words to involve people and unlock shelf space.
  5. Invest in broadcast channels with high reach and frequency, and support with digitally led activity to capture first party data.

📊 Results:

  1. Annual value sales rose 22% since the campaign launched, generating £261m in additional revenue per year.
  2. Cadbury Dairy Milk achieved its highest penetration levels on record, with 75% of British households buying it.
  3. Cadbury became the UK's fastest-growing grocery brand, worth over £1.4 billion per year, and improved its market share considerably.

(Full credit: The IPA)

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