Branding strategies to create value
A Cadbury Schweppes case study

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Page 7: How successful?

Cadbury LAND has achieved spectacular results for Cadbury Trebor Bassett. These include:

  • By April 1999, children's awareness of Cadbury LAND had reached 83 per cent
  • On children's scoring of 'who makes the best chocolate for kids?' Cadbury rose from 47 to 67 per cent
  • In 1999, sales of Cadbury LAND Buttons, the focus brand, grew 22 per cent
  • In Spring 1999, Cadbury achieved the biggest share of the market for children's chocolate, in terms of total sales value - a position it has kept.

Best of all, these results have been achieved from a sensible marketing investment.

Cadbury Schweppes | Branding strategies to create value