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Cadbury’s new Dairy Milk 1kg bars featuring the British flag are part of a “˜Buy One Get One Free’ promotion in partnership with World Duty Free |
UK. Cadbury Schweppes International Travel Retail (CSITR) has redesigned its Cadbury Dairy Milk 1kg Bar to incorporate the British flag.
The new look has been introduced to meet the demands of souvenir shoppers more keenly and to heighten the perceived sense of place associated with the product, said CSITR.
CSITR is running a three-month “˜Buy One Get One Free’ promotion in partnership with World Duty Free (WDF) which began in November 2007 and ran throughout the Christmas and New Year holiday period.
The product redesign followed extensive research conducted with US shoppers which highlighted that Americans tend to spend a higher than average amount on confectionery and are attracted to the Cadbury Dairy Milk Bar due to their awareness and fondness for the Cadbury brand, said CSITR.
Designs presented to shoppers in the research indicated a preference for the Union Jack flag. Additionally, CSITR’s travel retail partner WDF indicated that the patriotic new look would achieve greater on-shelf appeal and enable souvenir shoppers to identify the product more easily in-store.
WDF Category Buying Manager Nigel Sandals said: “We knew this was an excellent opportunity to develop the iconic Cadbury Dairy Milk 1kg Bar not only as a destination product within confectionery, but also to give WDF cross-category opportunities within the growing souvenirs category. Since the launch, it has consistently been one of our top three best-selling confectionery products, generating sales of over 10,000 units per week.”
CSITR General Manager Steve Brock concluded: “We know that the Cadbury Dairy Milk 1kg Bar is one of our biggest-selling products and our research programmes keep us abreast of our shoppers’ needs and demands. These findings are reflected in our attention-grabbing new packaging, which satisfies both our shoppers and retail partners. The redesigned bar is an excellent way for departing souvenir shoppers to take a piece of the UK with them.”
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