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CADBURY SCHWEPPES INTERNATIONAL TRAVEL RETAIL 1KG DAIRY MILK IS PROUD TO BE BRITISH
Cadbury Schweppes International Travel Retail (CSITR) has redesigned the iconic Cadbury Dairy Milk 1kg Bar from the well-known London Scene to feature the British flag. The Cadbury Dairy Milk 1kg Bar’s fresh new look has been introduced to update the design it has held for years and to meet the demands and needs of souvenir shoppers more keenly.
CSITR initiated the redesign of the Cadbury Dairy Milk 1kg Bar following its extensive research programme conducted on US shoppers. The research highlighted that American’s (identified as a key shopping nationality in global ITR) tend to spend a higher than average proportion on confectionery and are attracted to the Cadbury Dairy Milk 1kg Bar due to their awareness and fondness for the Cadbury brand.
Designs presented to shoppers in the research revealed the preference was for a change to the more striking Union Jack flag. Additionally, exclusive travel retail partner World Duty Free indicated that the patriotic new look would achieve greater on-shelf stand out and enable souvenir shoppers to identify the product with more ease in store.
CSITR is running a three-month ‘Buy One Get One Free’ promotion in partnership with WDF from November 2007.
Nigel Sandals, Category Buying Manager for World Duty Free comments: “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.”
The Cadbury Dairy Milk 1kg Union Jack Bar, ideal for souvenir gifting is popular with both UK and overseas travellers. Therefore, the timely launch of the redesign provided the ideal opportunity to increase sales and target a wider travelling public during the busy Christmas and New Year Travel period.
Steve Brock, CSITR General Manager comments: “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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Further Information: Lisa Morgan
Kavanagh Communications
01483 238840
e-mail: lisa@kavanaghcommunications.com