Cadbury Confirms Marketing Helped Boost Sales
Cadbury is the owner of the Dairy Milk brand, has spoken out about its marketing schemes and says an increase in marketing spend helped boost sales by 6% last year. The confectionary company says marketing investment rose £97m last year to £584m, up 10.8% as a percentage of sales.
Revenues hit £5.4bn, up from £4.7bn in 2007, which helped push pre-tax profit up to £400 million, from £254 million a year earlier.
The company’s three biggest brands, Dairy Milk,Trident and Halls, increased 11%, it says, with Dairy Milk growth led by a good performance in the UK.
The chocolate company Cadbury has launched a series of Fallon-created Dairy Milk television adverts over the last 18 months starting with the highly acclaimed “Gorilla” campaign followed by “Airport Trucks” and most recently “Eyebrows”, which shows a brother and sister demonstrating a range of eyebrow dance moves to the sound of “Don’t Stop the Rock’” by electro-funk act, Freestyle.
The chief executive of Cadbury Todd Stitzer, says the “relative resistance” of its business model pushed growth last year and although the company is not immune to the global economic downturn it expects to deliver revenue growth at “the lower end” of its 4-6% goal range this year.
Cadburys adverts have become well known in recent times due to the ‘quirky’ style they are put across in and the attractive theme tunes used as backing music in the adverts – which is going to allow the brand to communicate with a larger target audience.
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