Cadbury’s Kenya yesterday unveiled a new integrated marketing campaign in a move to defend its market share. The campaign centers around an interstellar themed televeision commercial that shows a group of Martians who discover Dairy Milk chocolate. They then break out dancing in joy after tasting it. When their chocolate stash is over they come to earth searching for more chocolate because they love the taste.
The taste of Cadbury Daily Milk chocolates has not changed so the campaign is just to encourage consumers to savour the Cadbury Dairy Milk chocolate range. The campaign is based on five loveable Martian figurines that Cadbury Dairy Milk has created to reflect its most popular local flavors, Cadbury Dairy Milk, Whole nut, Dream, Fruit and Nut, Top Deck, Mint Crisp, Rum & Raisin, Cashew & Coconut, Biscuit, Dream Biscuit & Top Deck Mint. These are Minchu, Mintu, Swaggy, Hazy and Duos – appearing in the form of collectible Martian figurines and each with their own unique character and personality. They spread the interstellar joy through their quirky personalities and infectious dance moves.
Speaking at the launch, Cadbury’s Category Brand Manager, Lorna Kamemba said “We believe that there is a child inside all of us and our chocolates bring them out to play. We developed this campaign with that in mind – we want to connect with our consumers, young and old, in line with our mission of ‘creating delicious moments of joy’’ to unwrap the joy in homes across the country.”
According to the Euromonitor International 2016 report Kenya’s chocolate confectionery industry seems to be doing well, helped by the expansion of the middle income group. According to Kenya National of Bureau of Statistics (KNBS) production of Cocoa and Chocolate confectionery in Kenya, grew by 4.5 percent in 2016.