Cadbury – Dairy Milk
While Cadbury has been imported into the market for a long time, it is very recent that Cadbury Indonesia has been established, with manufacturing and distribution localized.
The Cadbury Indonesia digital page has a similar history to their brand. Most of the content was imported. The brand was failing to talk to their potential consumers in a language that they could relate to. The brand, therefore, had low visibility, low familiarity and issues with brand positioning.
Chocolate represents the license to feel almost child-like joy. The feeling of innocent joy is universal, however, Indonesians don’t associate that feeling with chocolate yet. They consider chocolate to be limited to its functional benefit as a snack that can satisfy hunger and uplift mood.
Use the Cadbury social media platforms to own “Joy”. Encourage them to associate Cadbury with the joy they find in their everyday life and struggles.
– Facebook – 55,008 fans growth in 6 months
– Twitter – 58,749 followers – the highest among two biggest competitors (SilverQueen and KitKat)
– YouTube – has +9.25% gained viewers growth and 362 subscribers in 6 months from 6 videos.
Explore more from Indonesia
01 Jun Minute Maid Nutriboost
Nutriboost is part of the Minute Maid portfolio, from The Coca-Cola Company. The drink is a combination of milk and juice claiming to give the drinker benefits of both. Indonesians consider the combination of milk and juice odd in terms of both taste and benefit. ...
01 Jun Cadbury – Dairy Milk
While Cadbury has been imported into the market for a long time, it is very recent that Cadbury Indonesia has been established, with manufacturing and distribution localized. ...
Redskins tight end Jordan Reed to miss game at Cardinals
Johnny Manziel has a dismissal agreement with prosecutors that will require the Heisman Trophy winning quarterback to meet conditions for a year before being cleared of a domestic violence charge against him.
The former Cleveland player will be required to complete an anger management class, attend a domestic violence impact panel and participate in the NFL substance abuse program or something similar.