Cadbury Dairy Milk: Another market expansion drive  

March 25, 2011

The new commercial is Cadbury’s attempt to slip in to the dessert plate. The creative is quite boring and lifeless, but it still is a brave marketing move to try and change a very deeply entrenched Indian habit

Anil Thakraney

If there's one brand we can all learn from, in terms of how to expand the market, it's Cadbury Dairy Milk. They are forever looking to find new occasions for chocolate consumption, even if that means trespassing age-old, well-entrenched consumer habits.

I recall only till about two decades ago, Cadbury Dairy Milk was targeted purely at children. The commercials at the time used to always feature parents gifting the chocolate to their kids. Since then, the Cadbury guys have consistently (and successfully) broken the age barrier, and the brand is now pitched at even the geriatrics. And in terms of consumption occasions, they have been giving the traditional mithai a serious run for its money (remember 'Pappu pass ho gayaa'?).



The latest attempt is to make Cadbury Dairy Milk a substitute for dessert. To satisfy the craving for a post-dinner sweet, the space which, in typical Indian households, is usually occupied by ice creams, custards, gulab jamuns, jalebis, kheer, etc. This is a brave marketing move, but a commendable one nonetheless. Agreed, this will be a long haul effort as it may take a long time for consumers to change their habits, but it's worth a try for sure. Kuchh meetha post dinner is a huge market.

However, and quite surprisingly I might add, the commercial is very laid back and un-engaging. Considering that one would expect the ad to be really hot, given the challenging marketing assignment on hand. The commercial features a family at a dinner table. A little girl fusses over her food. When the grand dad wants to know what sweet dish is lined up for the evening, someone mentions Cadbury. The little girl tries to quickly eat her choc bar, so that it becomes jhootha, and therefore others won't have it. But they do. From a new plate that arrives with Cadbury Dairy Milk pieces displayed like sweetmeats. The family shares a laugh as the voice-over says: 'Khaane ke baad meethe mein kuchh meetha ho jaaye.'

Yes, the commercial is quite boring and lifeless. Still, it's a 'sweet' marketing strategy, and the creative renditions can change and improve with time. A good case study material for marketing schools to keep a sharp eye on, if Cadbury Dairy Milk can actually achieve some degree of success in smashing a very deeply entrenched Indian habit.