Cadbury's Dream: How brand communications launched a new white chocolate

This case study demonstrates how the effects of brand communications, and brand communications alone, were the principal drivers in establishing a new brand in a market dominated by one of the most powerful brands in the world, Nestle. The outstanding feature of this case is that it is in fact a branding 'make-over' of Cadbury's previous white chocolate offering called 'Creamy Bar' which had languished in this market segment for years, unsupported, with a less than 4% market share