A multi-million pound birthday campaign is being planned for 2005 to celebrate 100 years of Cadbury Dairy Milk (CDM). The brand is worth more than £320m, with retail sales currently increasing 24% year on year.

The centenary campaign will launch in January with the first major CDM range on-pack promotion. The ‘Win 2 Seats at the Best British Events of 2005’ promotion will give away thousands of tickets to the best British music, sport, theatre and cinema events.

In February Cadbury Trebor Bassett (CTB) will add a new wafer large block to the CDM line-up, which will form part of its Time Together range.

A new orange chips single bar will also be added to the CDM range and integrated into the Snacking Today portfolio. Both CDM wafer and orange chips will be included in the on-pack promotion.

All the centenary activity will be supported in-store and is designed to grow base business while attracting new customers. Specific centenary point of sale material will be available.

Mike Tipping, CTB’s head of customer relations, says: “This is Cadbury’s most expansive activity in the past 100 years. Cadbury Dairy Milk is the chocolate brand and taste we’ve all grown up with, and we will be throwing the party it deserves.”

On top of all this activity the company has unveiled its range of confectionery for Easter 2005, which includes familiar indulgent treats right through to a new range of luxury shell eggs for personal gifting.

CTB has a 38.6% share of the shell egg market.

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