Cadbury launches new promo as it fights to retain market share

Cadbury Kenya Limited has unveiled an integrated marketing campaign as it fights to defend its market share. It will see customers across the country enjoy a treat of Cadbury Dairy Milk chocolates.

Although it does not alter the taste of the chocolate, the campaign gives the consumers an opportunity to savour Cadbury Dairy Milk chocolates’ range of flavours.

The campaign that would run over the next three months includes an interstellar-themed television commercial showcasing a lovable group of Martians who discover a stash of chocolate, which gets them dancing with irrepressible joy.

The Martians are depicted as being so much in love with the Cadbury Dairy Milk chocolate that they resort to invading earth to search for even more joy in the form of chocolate.

Speaking at the launch, Cadbury’s Category Brand Manager, Lorna Kamemba said: “We believe that there is a child inside all of us and our chocolates bring them out to play. We developed this campaign with that in mind – we want to connect with our consumers, young and old, in line with our mission of ‘creating delicious moments of joy’’ to unwrap the joy in homes across the country.”

The campaign comes at a time a Euromonitor International 2016 report indicates that Kenya’s Chocolate confectionery sector continues to benefit from the expansion of the mid-income group. According to Kenya National of Bureau of Statistics (KNBS) production of Cocoa and Chocolate confectionery in Kenya, grew by 4.5 per cent in 2016.

Separately, a popular consumer insight based website, Kuzabiashara reported that 12 percent of Kenya’s consumer budget is spent on edibles like Margarine, Chocolates, Sugar and Spices. The consumption of these items is higher among the middle class than the high-end and low-end consumer markets.

The campaign is based on five loveable Martian figurines that Cadbury Dairy Milk has created to reflect its most popular local flavors, Cadbury Dairy Milk, Whole nut, Dream, Fruit and Nut, Top Deck, Mint Crisp, Rum & Raisin, Cashew & Coconut, Biscuit, Dream Biscuit & Top Deck Mint.

These are Minchu, Mintu, Swaggy, Hazy and Duos – appearing in the form of collectible Martian figurines and each with their own unique character and personality. They spread the interstellar joy through their quirky personalities and infectious dance moves.

Related: Nairobians to mark Valentine’s Day with chocolate festival

Cadbury Dairy Milk is one of Mondelez International flagship brands – first introduced in England in June 1905, becoming the company’s best-selling product by 1914.

Its distinguishing factor is the higher milk content contained in the chocolate ’’a glass and a half full of milk’’.

Cadbury Dairy Milk was introduced into the Kenyan market in 1970 and has since grown to become a household name across the country. With over 60 per cent market share, Cadbury Dairy Milk continues to enjoy market leadership in Kenya with this campaign representing a continued effort to sustain and grow local market leadership in the region.
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