Page 1: Introduction
This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of Cause Related Marketing. Everyone is familiar with Cadbury's Dairy Milk - it is one of the nation's favourite chocolate products. In Australia, Cadbury Schweppes has found a way of adding more value to Cadbury's Dairy Milk.
This has been done by shaping and packaging the chocolate into fun characters, known as the Yowie, in such a way as to fuel a vast consumer interest. In addition, the product has been paired with a key area of consumer concern and interest - the environment - by combining the product with an educational content, such as theme-related toys, books and CDs.