Magazine article Marketing

GREAT BRITISH BRANDS: Cadbury - Born in a Birmingham Grocer's Shop, Cadbury's Brands Remain a Strong Presence in British Life

Magazine article Marketing

GREAT BRITISH BRANDS: Cadbury - Born in a Birmingham Grocer's Shop, Cadbury's Brands Remain a Strong Presence in British Life

Article excerpt

John Cadbury loved hot chocolate. It tasted good and it was a lucrative sideline at his grocer's shop in Bull Street, Birmingham, when it opened in 1824.

His wealthy customers liked what was then the luxury of a hot chocolate drink from cocoa. As time went on, he found himself selling more chocolate than anything else. By 1847, Cadbury had enlisted his brother Benjamin and set up the Cadbury company to make cocoa-based products. Business boomed as the cost of cocoa came down and chocolate reached the working classes.

In 1853, the brothers received a royal warrant to supply Queen Victoria with chocolate. The company was kept in the family when John's sons Richard and George took control on his retirement in 1861. It was the second generation of Cadbury brothers who would create the modern Cadbury company.

By the beginning of the 20th century, Bournville, the Birmingham factory where Cadbury was based, employed more than 2500 people.

Dairy Milk was created in 1905, with full-cream condensed milk giving a creamier taste. This product would shape both the Cadbury business and the brand over the next century. Diary Milk was the base chocolate for development of Cadbury's Chocolate Buttons, Milk Tray, Fruit & Nut and Whole Nut.The design of Dairy Milk's wrapping would evolve over the next few years until, in 1920, the deep purple associated with Cadbury's was introduced.

In 1928, a press and poster campaign featured the line 'A glass and a half of full-cream milk in every half pound' for its Dairy Milk brand.

The image remains a core part of Cadbury's message today.

Cadbury would go on to dominate the British confectionery market and be responsible for some of the most famous brands - and advertising - in its market to the present day, notably Cadbury's Milk Tray (1915) and the 'All because the lady loves ...' line introduced in the early 1960s, followed by the man in black from 1968.

Cadbury's Flake emerged in 1920, advertised even then as the 'Crumbliest, flakiest chocolate in the world'. Then came Cadbury's Creme Eggs in 1971 and the 'How do you eat yours?' campaign to go with them in 1985.

Cadbury long ago recognised the value of its parent brand in selling its products. Since 1952 all Cadbury brands have carried its name on their wrappers - and advertising. When Cadbury took Crunchie into its family in 1981 it was remained Cadbury's Crunchie. Cadbury went on adding to its chocolate lines with Wispa (1983), Twirl (1985), Spira (1990) and Strollers (1991).

In 1969, the Cadbury brand became more than confectionery when it merged with Schweppes to create Cadbury Schweppes. …

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