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…

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