Cadbury's Dairy Milk

Objective:
Cadbury’s advertised in national press titles and the aim was to examine how well it performed against TV regarding the sales uplifts of its Dairy Milk chocolate bars.


Solution – A glass and a half:
The Sun was part of a national press campaign throughout April/May 2007. In September/November 2007 Cadbury launched its ‘Gorilla’ campaign on TV and was supported by an internet based viral campaign as well as a press teaser campaign.


Utilising Dunhummby data the research aimed to highlight the affect of The Sun on sales of Dairy Milk bars against other press titles as well as TV throughout the campaign activities.


Results:

  • Press campaign performed strongly, with uplifts of 9% during and 3% post for Dairy Milk.
  • The TV campaign also performed well, with uplift estimates of 13% during and 6% post for Dairy Milk.
  • The press campaign grew the Dairy Milk customer base, while the TV campaign drove spend of existing customers.
  • Shoppers attracted by the press campaign tended to be older and more traditional than those attracted by the TV.
  • When considering costs, The Sun delivered an ROI 50% higher than the nearest title.

Source: Dunnhumby