skills space

• Human Resources
• Finance
• Product development
• Production
• Stakeholders
• Marketing
• Enterprise
• The enterprise challenge
  • Brainstorm
  • Product facts
  • Your campaign
  • Rating tool
  • The real campaign
• The numbers game

• Glossary

the real campaign

• The launch of Cadbury Dairy Milk with Creme Egg was part of a product extension strategy for Cadbury Dairy Milk. The strategy involved adding new flavours to the range, including Mint Chips, Crunchie and Turkish Delight.
• The launch was supported by a £4m marketing package, including TV adverts and sponsorship of Coronation Street. At the same time an in-store campaign and high-impact display was designed to build strong presence.
• The TV campaign focused on the product and communicated to viewers the union of Cadbury Dairy Milk and Cadbury Creme Egg in one bar: “Six of one and half a dozen of another”.