manufacturing base at Ringwood, Victoria and a Awards, the highest accolade for a grocery product been suppmied by the slogan 'a glass and a half of range of unique confectione1y brands including worldwide. This was a first for an Australian full cream milk in every 200 grams', accompanied Cherry Ripe and Freddo product. by a picture of milk poming into the Cadbmy's Frog, which have become The Yowie concept was Daily Milk chocolate block. This was a tremendous household names. brought to life for advertising coup and has served the brand well for In 1969, Cadbury Cadbmy Australia over 50 years. The image has become an integral merged with Schweppes by well known and part of the packaging design and has been featured Australia to create highly respected in magazines, and on buses and trains, billboards, Cadbury Schweppes. Australian and television. Since then, Cadbury has authors GeoffPike The new "Masterbrand" corporate umbrella acquired the Red Tulip confectionery and Bryce Court­ advertising campaign "Choose happiness ... company, founded in Melbourne in 1942, enay and creative choose Cadbury", launched in 2001 , takes the and has expanded its range of fine products concept one step further to a "permissability" including the Emope range of message in the consumer's mind health bars, the enormous which will unlock growth for array of Red Tulip Easter the futme. Urging consumers THE MARKET India, China, Poland and several parts ofAfrica. It assortments sold in boxes. lines, and famous confec­ embrace the positives in life Australians love confectionery. They annually owns subsidiary companies in France, Germany, Richard Cadbury introduced ambitious and tionery brands including the key to increasing per consume 6. 7kg of it per person, making confec­ Spain, Argentina and Holland and has attractive designs from his own paintings for his After Dinner Mints. capita consumption, currently 4.8kg in Australia. tionery the most popular snack food in franchise agreements with companies gift boxes. He used his children as models and all. Over64 The "Masterbrand" campaign will suppmi all the Australia. in the US and Canada. sometimes depicted flowers or scenes from holiday THE PRODUCT million Cadbmy Chocolate brands and spans packaging, Chocolate accounts for 77 per cent of all In Australia, Journeys. Cadbmy's core product is top quality chocolate. Yowie were POS, media, promotion and all other confectionery sales in Australia with a retail Cadbury brands In 1905 came the launch of Cadbury's Dairy The Cadbmy Dai1y Milk block is the company's sold in Australia in the first consm11er touch points. value over $1.3 billion every year. do m i­ Milk, now the company's flagship brand. It was flagship brand, but there are many other favourites two years, worth $100 ~ii/'.111~ Cadbury is the biggest player in the manufactmed by a unique process which used fresh including Fruit & Nut and Hazel Nut, as well as million in retail sales. The BRAND VALUES chocolate confectione1y, with market milk in greater quantities than previously. Of the popular cream filled products such as Snack and product now dominates Cadbmy's mission statement says leadership across all major product tionery three names considered for this new brand - Caramello. Cadbwy produces a variety of boxed the Australian children's simply:" 'Cadbmy means quality'; segments. market 'Jersey' ,'Highland Milk' chocolate assortments, most notably Milk Tray and confectionery category this is our promise. Our reputation Forty-seven percent of w i t h and 'Dai1y Maid' - the with an incredible 37.7 per is built upon quality; our confectionery is purchased on Cadbury's last two were amal­ cent value share of the commitment to continuous impulse, and almost 50 per cent flagship gamated to fmm 'Dai1y market. improvement will ensure that om of all chocolate buyers are Dairy Milk Milk'. The Cad bury The most recent addi­ promise is delivered." within the 25 - 49 year age wo1ih over $90 purple and gold house tions to the Yowie range are Cad bury has established itself as group. Women generally million ammally. col oms were introduced at the Lost Kingdoms range, a company of fairness and integrity, buy more chocolate Cadbury Marble the beginning of the including six limited edition which always attempts to operate than men, but in most represents the most centmy and are now fumly glow-in-the-dark dinosaurs, as a socially responsible business. cases they are buying successful block established as Cadbury's and the YowieAdventure range. for their families. In chocolate launch ever corporate colours. Among other things, the Lost Kingdoms range is THINGS YOU DIDN'T KNOW ABOUT fact men in the 3 5 - with $9 million worth In 1918, Cadbury supported by a museum exhibition touring CADBURY 49 year age sold in the first six months. merged with the Australia. The innovative and interactive group are the generations of well known confec­ Adventure range introduced a total Yowie highest Australians have grown up tionery fum of J. S. experience including Yowie Sidekicks or best 0 Australians give more chocolate Easter buyers of with the Cadbmy range. Fry. The alliance Roses. Children's lines include Australia's long friends, transport vehicles, homes, enviromnental Eggs than anyone else ill the world - chocolate was an outstanding time favourites Freddo Frog and Caramello Koala. enemies and endangered animals. Anew comic strip they give eggs valued at more than bars and success, and the new Famous Cadbwy chocolate bar lines such as Cherry is included with every Yowie capsule. Strategies $175million. blocks, The Cadbmy story started in a small company expanded Ripe, Picnic, Flake and CrUJichie meet the demand that build on the environn1ental aspects of the 0 Australia holds the world record for the usually grocery shop in Birmingham, internationally. In the for impulse purchases and new products such as product will continue to secure the success of the largest Easter Egg ever produced. ln for themselves. England, opened in 1824 by John 1920s, Cadbury and F1y Time Out and Crave keep the market stimulated brand for decades to come. 1992 Red Tulip produced an egg The Cadbmy, a Quaker. The shop's most decided to build a factmy each year. Cadbmy Drean1, "real whiter chocolate, wicked weighing4755 kg and measuring 7.1 confectionery market con­ popular product was cocoa and this led in Australia, and were Cadbury produces sea­ taste", was launched in metres in height. tinues to grow year on year with John Cadbury to move into chocolate joined by Pascali, another sonal lines too, available at Australia in January 2001 0 Dental researchers have discovered volume increasing 12.5 per cent over the manufactme. well known confectione1y Christmas and Easter, the after fom years of research that tannin, found in all cocoa past five years. This growth has been nf"\mPrPfi Realising the potential of his business, John makec This new Australian best selling periods of the to perfect the flavour products, inhibits the key enzyme in along by a 15.7 per cent growth in Cadbwy and his brother Benjamin company was called year. Easter has recently delivery. An unparalleled the formation of plague. the dominant chocolate formed a company, Cadbury Cadbmy-F1y and Pascali. Claremont in Tasmania seen the launch of mini promotional campaign 0 Over 90 million Freddo Frogs are confectionery segment. Brothers. In 1853, they received was chosen for the company's Australian factory, Cadbmy Creme Eggs and including massive samp­ produced annually. the Royal Warrant as manu­ because it was close to Hobart and to the finest Top Deck Hunting Eggs. ling campaigns, high profile 0 Chocolate is the only word of Aztec ACHIEVEMENTS factmers to Queen Victoria. The dai1y pastme in Australia, and enjoyed pure air Cadbuty also licenses its women's magazine adver­ origin used regularly in English. Cadbury is one of the largest company has continued to hold and moderate temperatmes. brand to dedicated tising and a plethora of Xocoatl was a 'bitte1water' dJink made chocolate producers in the world. Royal Warrants ofAppointment to Cadbury became the official supplier of producers of icecreams, Poii1t OfSale and merchan­ from the cocoa bean by the Aztecs. Since the merger with Schweppes this day. chocolate to the Australian Armed Forces in World dai1y desse1is and creme disingmaterial made Dream 0 Cocoa butter, the fat of which in 1969, Cadbmy Schweppes has John Cadbmy's sons George War II. The supply of chocolate to the troops and liqueur. the highest scanning chocolate is composed, melts become a major force in and Richard took control of the civilians required a tremendous effort from confectionery line for eight completely at temperatures between 32 international markets and in the business in 1861 and, in 1866, Cadbwy's workers. The Claremont factory worked RECENT DEVELOPMENTS weeks after its launch. and 35C and begins to soften at process Cadbury has consolidated introduced a new method for throughout the day and well into the night, but the Cadbury Yowie, first between 25 and 27C. So keep yom its position as Australia's leading pressing the cocoa butter from civilian population still suffered fi"om chocolate launched in 1997, has taken PROMOTION chocolate cool! confectione1y brand. cocoa beans to form cocoa shortages, and stores sometimes went without the world by storm, The taste of Cadbury's 0 Freddo Frog may be the only chocolate Cadbury spans the globe from essence, which was advertised as chocolate for months at a time. winning the 1998 Best chocolate has long been frog to have his own Intemet site. You its British base, and operates 'Absolutely pme- therefore best'. In 1967 Cadbury acquired MacRobertsons, a Global Groce1y Product in the focus of Cadbury's can visit Freddo's web site on factories in Australia, New They produced many new kinds respected Australian confectione1y manufacturer the World awarded at the advertising in Australia www.thegreenweb.com.au.