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Part - V

The brand also features as part of Cadbury's sponsorship of Coronation Street, where people play jokes on each other, whilst they share the tub of Heroes. Cadbury Picnic - crispy and chewy caramel covered in whole raisins, peanuts and Cadbury milk chocolate. It was launched in 1958 under Fry's name and re-launched in 1999. 'On the go' chocolate snack.

Probably one of the most memorable campaigns for the brand was one, which featured a camel called Calvin, which was singing a song about the 'chew' of the bar. The 1994 campaign, was a spoof of a washing powder ad and showed lots of the ingredients being poured over a housewife, saying that there were so many ingredients in the bar that it wasn't possible to fit them all into one ad.

The Australian advertising campaign positions Picnic as 'deliciously ugly!' In India, it launched with great anticipations from the part of consumers but it was a failure as they didn't accept it like any other product from the house of Cadbury. Cadbury Creme Egg was introduced by Cadbury brothers in the early 1920's Positioning. There have been 5 major Cadbury Creme Egg campaigns. "Shopkeeper" campaign of the 70's in which a boy asks for 6000 Cadbury Creme Eggs "Irresistibly" campaign showing characters prepared to do something unusual for a Cadbury Crème Egg.

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* Contributed by -
Dr. K. S. Chandrasekar
Institute of Management in Kerala,
University of Kerala, Trivandrum,
Ms. Sumi Suresh,
School of Management and Business Studies,
M. G. University, Kottayam