The story goes that during World War II, one of the two hot chocolate competitors (Cadburys and Ovaltine) in the UK stopped marketing and thus lost brand awareness and market share....Cadburys kept on marketing and Ovaltine pulled back...today the clear market leader is Cadburys...
Apart from their advertising during the War, Cadbury’s supported the government more than 2,000 of Cadbury’s male employees joined the Armed Forces. Cadbury supported the war effort, sending warm clothing, books and chocolate to the soldiers. Cadbury’s supplemented the government allowances to the dependants of their workers. When the workers returned, they were able to return to work, take educational courses, and injured or ill employees were looked after in convalescent homes.
Cadbury’s also converted parts of its factory into workrooms to manufacture equipment like milling machines for rifle factories and parts like pilot seats for Defiant fighter planes. Workers plowed football fields to grow crops, and the Cadbury St. John’s Ambulance unit helped people during air raids. Chocolate was considered essential for the Armed Forces and civilians.
However, the company made a point to make sure that their cause was highlighted through the media – Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts. By the end of the War they gained market share which made them the No. 1 brand – A GREAT PR STUNT. “In the darkness of the war, the shone”
Moral of the story … KEEP advertising in these difficult times.
(reposted: http://creativeconceptsdubai.blogspot.com/2009_02_01_archive.html )
Kailey Tanner
Client Servicing Manager
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