Overview

Overview There are a number of varieties including Fruit & Nut and Whole Nut. A 'Fruit' variety (without the nuts) was available for a short time but was discontinued. In 2003 Cadbury made Dairy Milk into a branding by taking two existing brands (Caramel and Wispa) and putting them under the Dairy Milk "umbrella". For example Wispa bars were phased out and replaced by "Dairy Milk Bubbly". During this time the entire Cadbury Dairy Milk range was given a packaging revamp (along with all other Cadbury brands) incorporating a new "swirl" around the Cadbury logo (as of 2009 this line of packaging is being phased out across all Cadbury brands). As of 2006, there are fifteen varieties of Dairy Milk produced in the UK, the newest of which is Double Chocolate. However in the last two years the majority of these brands (including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies and Creme Egg) have proved unsuccessful and have been discontinued. Many of the new Dairy Milk varieties are now manufactured in the Republic of Ireland, France and Poland. Dairy Milk itself is also manufactured in France and all these products are sold in the UK. In early 2006, Cadbury changed the weight of its medium bars from 200g to 250g, effectively phasing out the 200g Wafer version of the bar, as the way it was manufactured did not allow for it to be manufactured as a 250g bar In 2008 "Apricot Crumble Crunch" and "Cranberry and Granola" were released and are the most recent flavours to join the range, Cadbury says these are somewhat healthier than other Variants. On 4 March 2009, Cadbury announced it would secure Fairtrade accreditation for Dairy Milk products sold in the UK by autumn 2009, with tentative plans for international markets in the near future. The progress of obtaining Fairtrade certification is being covered on a blog edited by Cadbury. In 2009, Cadbury Dairy Milk Caramel received a packaging revamp in time for Easter. The iconic "Caramel bunny" was re-introduced during this period with the slogan "still got it". Cadbury Dairy Milk Caramel was until recently the only product in the Dairy Milk range with a completely different packaging. The rest of the entire Cadbury range are slowly being revamped with new or refreshed packaging following the phasing out/reduction of the "swirly" Cadbury logo and accompanying adjoining Dairy Milk logo, with a new look Dairy Milk logo and the old and more familiar (and perhaps more popular) gold Cadbury logo, reminiscent of how it was before the "swirly" Cadbury Dairy Milk revamp in 2003. Interestingly some of the new wrappers feature modified versions of the 'swirly' logo (Double Deckers, Boosts, Crunchies...)whereas others feature the all new look seen on the Caramel bars, including the CDM Bar and a Half, and Chocolate Buttons. In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The idea of the bar is to be more "portionable" meaning parts of the bar can be "saved for later" although basically the bar is exactly the same as the old 8 chunk except it will be available in Fruit and Nut, Whole Nut and standard Cadbury Dairy Milk. This new bar also has the new revamped Dairy Milk packaging which also sees the return of 'milk chocolate' added to the wrapper for the first time in many years. The look is very 'classy' compared to the wrappers of the past ten years or more

Advertising

Dairy Milk has always tried to keep a strong association with milk, with slogans such as "a glass and a half of full cream milk in every half pound" and advertisements that feature a glass of milk pouring out and forming the bar. A campaign for the Fruit & Nut variety ("everyone's a fruit and nutcase") was particularly memorable and featured the writer, radio and television personality Frank Muir. On 9 March 1976, American singer Neil Diamond performed a concert televised throughout Australia during which he did a humorous live commercial for Dairy Milk. This concert, including the ad as a bonus selection, was released on DVD on 1 July 2008. In 2004, Cadbury's started a series of television advertisements in the United Kingdom and Ireland featuring a person and an animal representing the person's happiness debating whether to eat one of a range of bars including Dairy Milk. In 2005, Cadbury's original Dairy Milk bar celebrated its 100th birthday, being first sold in 1905. It remains the UK's biggest selling chocolate brand. Dairy Milk is sold in the United States under the Cadbury label, but it is manufactured by The Hershey Company in Pennsylvania. In 2007, Cadbury's launched a new advertising campaign entitled Gorilla, from a new in-house production company called "A Glass And A Half Full Productions" [1]. The advert was premièred during the season finale of Big Brother 2007, and consists of a gorilla at a drum kit, drumming along to the Phil Collins song "In The Air Tonight". [2]. It is supposed to relate the joy of playing drums to that of eating a chocolate bar.[3] The advert has now become extremely popular with over two million views on Youtube, and put the Phil Collins hit back into the UK charts. On 28 March 2008[4], the second Dairy Milk advert produced by Glass and a Half Full Productions aired. It features several trucks at night on an empty runway at a Mexican airport racing to the tune of Queen's "Don't Stop Me Now". The ad campaign ran at the same time as the problems at Heathrow Terminal 5 with baggage handling; in the advert baggage was scattered across the runway.[5]

Cadbury dairy milk

The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. In the late SS90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. Did You Know: Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey. During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to the front.