The confectionery giant had initially indicated that it was pumping £10m behind its masterbrand to celebrate the centenary of Dairy Milk this year (The Grocer, November 6, 2004, p53).
Mike Tipping, head of customer relations, said the extra investment would be spent on more media coverage and point-of-sale materials to boost Dairy Milk’s exposure and help increase its current penetration
figure of 64%. Last year he claimed Dairy Milk attracted an additional 500,000 consumers and this year he said Cadbury wanted to at least repeat that performance.
“You only get one opportunity to celebrate 100 years,” said Tipping. “But the campaign is dependent on how the trade supports the brand at point-of-sale. That’s why we’re increasing Dairy Milk’s spend - to give them the confidence to support it.”