Marketing Society Awards for Excellence 2011: Brand extension

Cadbury biscuits
Cadbury biscuits

WINNER Cadbury biscuits (Agency: Adam & Eve)

The Burton's Foods launch of Cadbury Caramel, Turkish Delight and Crunchie biscuits knitted together consumers' differing emotional connections to confectionery and cookies.

Research revealed that consumers perceive confectionery as 'sexy, guilty and naughty' for the occasional treat, while biscuits are comforting, but lack excitement.

From this insight, the new biscuits were born. Then Burton's Foods rolled out a marketing campaign to encourage consumers to trade up from their 'everyday' biscuits to this 'everyday special' range.

Aimed at impulsive snackers and premium indulgers yet to have children, it focused on driving awareness and trial. Heavy outdoor activity was combined with in-store sampling, signage, point of sale and online work.

A trade and consumer PR plan further supported this activity with mail-outs, competitions and seeded online activity targeting opinion-formers.

The product went on to become the biggest sweet snacking launch of 2010, clocking up value sales of £15.9m in just under a year. This delivered £5.8m in incremental growth to the sweet biscuits category, with 74% of the value incremental to Burton's existing Cadbury portfolio.

It also attracted a younger, more mainstream consumer, compared with other biscuit categories. On the back of this successful launch, Burton's Foods has since launched Cadbury Bournville and Dairy Milk variants, with an additional £2.5m of marketing support planned for this year to drive trial and repeat purchase, as well as cross-purchase among the range.

The judges praised the launch for being 'a really good fit with Cadbury's heritage'.

HIGHLY COMMENDED

Chocolate Weetabix (Agency: WCRS&Co/Engine)

The launch of Chocolate Weetabix has been the most successful extension to the Weetabix brand - no mean feat given that health concerns feature high on the public agenda.

Canny promotion of the key message on-pack that the cereal contained half the sugar of other chocolate variants won over mothers, while 'mummy bloggers' helped to spread the word, along with social media, price promotions and TV advertising. Exclusive video content targeted the trade audience and a PR launch took the key messages to the media.

Chocolate Weetabix achieved 5.5% UK penetration by the end of 2010 (the target was 3.7%), putting it in the top-30 cereal brands within six months of its launch.

The judges said the campaign showed 'impressive analysis of the issues, and strong consumer insight'.

Also shortlisted for Brand extension: McDonald's, McDonald's Full Bean Coffee

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