Cadbury goes for growth as it imports Yowie brand

Cadbury next week introduces a new chocolate brand to the UK market in an attempt to expand the children’s confectionery category.

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

Fudge.



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

launch.



Cadbury also plans to launch a range of Yowie merchandise, including

toys and licensed clothing.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer