Cadbury's Jestives: Bad Manners in the Biscuit Market

McVities Homewheat dominated the half covered chocolate biscuit market. Cadburys Jestives launched in the highly competitive biscuit market, hoping to encourage trial and raise brand awareness. Supported by a national TV campaign, the target audience was youth with the brand creating a youthful and lively personality. Significant sales were gained on a moderate TV spend leading to a 75% return on investment within 6 months. Brand awareness increased significantly and Jestives made a major contribution to the £9 million increase in the value of the market over the last year