Cadbury next week introduces a new chocolate brand to the UK market
in an attempt to expand the children’s confectionery category.
Yowie is a range of animal-shaped chocolates that contain toys. It has
been a massive success in Australia.
It will be called Cadbury Land Yowie in the UK, and will form part of
the children’s product group, alongside favourites Buttons and
Yowie will be launched with a multi-million-pound marketing programme,
including TV ads by TBWA GGT Simons Palmer and Cadbury’s Australian
agency for Yowie, Kids Corp. Cadbury will also run a direct mail
campaign targeting mothers.
Mark Smith, marketing director of Cadbury UK, said: ’Our strategy is
focused on innovative brand building. This is a unique product.’
Yowie is aimed at five- to 11-year-olds. Children collect and swap six
Yowie toy figures and 50 other animals.
This has proved a success in Australia where Cadbury has sold 50 million
units, generating pounds 30m in sales in the 18 months since its
Cadbury also plans to launch a range of Yowie merchandise, including
toys and licensed clothing.