Cadbury's Flake: An alternative campaign
1976-1981 new campaign for Cadbury's Flake chocolate, replacing a campaign that had been successful for over 20 years. Objective: to stimulate short-term sales amongst light buyers. To attract a younger consumer but maintain the traditional brand image. Media: TV. Test area first. Evaluation: improvement in short-term sales success, attracting a younger consumer yet the traditional brand image remained strong.