The importance of cause related marketing
A Cadbury Schweppes case study

Page 6: Conclusion

The development of the Yowie provides an excellent example of innovation and Cause Related Marketing. Cadbury Schweppes is helping to further children's knowledge and understanding of the environment in a practical way whilst developing and extending its traditional Cadbury's Dairy Milk product.

By choosing Yowie, children can enjoy Cadbury's Dairy Milk chocolate and, at the same time, learn about environmental issues in a fun way, collecting and playing with a range of toy animals. The fact that Yowie and their associated products are both entertaining and educational means they are appealing to both children and adults, thereby increasing sales potential. The net result is that Cadbury Schweppes is better able to achieve its business goals, whilst raising awareness of an issue which young people feel to be important.

To ensure consumer safety, Cadbury Australia was careful to print the following statement clearly on individual packaging and on the instructions inside the product: 'capsule contents not suitable for children under 3 years. Small parts may be swallowed or inhaled.' This consumer safety notice complied with Australian safety regulations.

Cadbury Schweppes | The importance of cause related marketing

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