Cadbury's Caramel: The Bunny and the Snowball
Caramel chocolate faced several challenges. The 'Caramel Bunny' was seen as too childlike, immature. Brand positioning was inconsistent. Brand relevance and usage was low. Objective was to change consumers' relationship with the brand. Tweaked strategy made the bunny character more adult. Results: dramatic increase in share and penetration for both sexes. Consistent distribution, improved image and awareness. Value sales increased much faster than ad spend. Brand grew from £13m in 1989 to £36m in 1993.