2. Answer:
• Top
3
addic*ons
to
Brits
under
30,
according
to
a
study
in
a
Telegraph
Online
ar8cle
from
February
2009.
• Note:
The
Bri8sh
are
the
biggest
consumers
of
chocolate
in
Europe,
ea8ng
10kg
(24
pounds)
of
chocolate
a
year
-‐
nearly
twice
the
European
average
(just-‐food.com,
December
2004)
5. What need does chocolate fill?
1. Indulgence
flavor,
creaminess,
earth
friendly
2. Gi6
great
packaging,
earth
friendly
3. Fill
a
Craving
price
or
flavor
4. Treat
price
or
flavor
6. Factors Mapped
• Price
• Masculinity/Femininity
• Indulgence
• Gi]ability
• Age
of
first
consump8on
• Convenience
• Earth
Friendliness
• Creaminess
• Image
of
Friendliness
7. Sainsburys
30p
Cadbury
80p
Milka
97p
Tolberone
99p
Nestle
£1
Galaxy
£1.08
Divine
£1.29
RiTer
Sport
£1.29
Lindt
£1.79
Green
&
Black
£1.88
Willie’s
£3.74
Rococo
£5
Seeds
of
Change
£1.99
Montezuma
£2.29
Median
£1.29
Mode
£1.29
Average
£1.74
Prices per 100g
8. Price
in
£
per
100g
of
Chocolate
Bars
Average!
Median
/Mode!
27. • Dominates
the
most
sought-‐a]er
posi8ons
in
most
categories
across
the
market
• PURPLE
• The
logo
font
looks creamy
• Long
history
in
the
UK
• Morally
high
standards/Fairtrade
• Easy
to
find
• …it’s
FUN,
a
bit
indulgent,
friendly
and
a
special
treat!
• It’s
even
fun
to
say
out
loud!
Cadbury is…
29. Cadbury Migrating Toward
Earth Friendliness
• 2007
-‐
Launch
Purple
Goes
Green
-‐
sehng
out
Cadbury's
efforts
to
shrink
its
carbon
footprint
and
tackle
climate
change
• 2008
–
Create
the
Cadbury
Cocoa
Partnership
– Aiming
to
help
secure
the
economic,
social
and
environmental
sustainability
of
one
million
cocoa
farmers
and
their
community
– 10
year
commitment
– £45
million
investment
• July
2009,
Dairy
Milk
bar
is
Fairtrade
30. Design Strategy
Blue/green
lines
that
wrap
in
a
circle
around
the
chocolate
bar
wrapper,
both
symbolize
and
highlight
their
commitment
to
the
movement.
