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Cadbury's Fudge: How advertising has built a brand
Cadbury's Fudge: How advertising has built a brand
Cadbury's Fudge: How advertising has built a brand
Repositioning campaign for Cadbury's Fudge to revitalise the brand. Objective: to reposition the brand as just right for children. Paper describes 3 national TV campaigns each of which developed the theme. Evaluation: since advertising started (in 1976) growth was dramatic, compared with the rest of the market.