'We always look at ways to improve our consumer experience'

MUMBAI: While growing up, we all loved the flavour of the soft, creamy choco-filled candy that effortlessly melted in our mouths, leaving us craving for more. Most of us have grown up with that familiar taste of Cadbury’s Eclairs. We have shared the choco-candy with our friends and family in the moments of joy and celebration and even otherwise. Now, the confectionary brand is repackaging one of its most popular products.

Keeping up with the fast-paced lifestyle, Cadbury re-launched Cadbury Éclairs as Cadbury Choclairs. Even in 2009, Cadbury Eclairs was re-launched with an enriched chocolate center.

The reason behind this change is very simple – as a brand, Cadbury always looks at ways to improve its consumer experience. Elaborating more on it, Cadbury India powdered beverages (Gum & Candy) associate vice president Amit Shah says, “In 2011, Cadbury Éclairs heralded in the New Year with another exciting addition to its fold - the new Cadbury Eclairs Rich Brownie. Our rebranding decision is based on this philosophy of product innovation and not so much on what is going on in the market place. Also, we hold the global copyrights for Choclairs and thought the time is right to introduce this name in India to align with the global brand name for the candy.”

Except India, the candy from the house of Cadbury has globally been known as Choclairs. And it’s not just the name that has changed; there some specific positive product innovation as well in order to give consumers a new experience with every bite of Choclairs. Adds Shah, “Apart from enabling us to align with the global brand name, this name change will also help consumers distinguish our brand, the original Cadbury candy, from other branded and unbranded Eclairs available in the market.”

And since old habits take time to die, the launch is accompanied by a 360 degree campaign to generate rapid awareness about the change. Television is, of course, the key medium that introduces the new brand name. However, the TV campaign is also supported by a radio campaign, print inserts, cinema campaign and social media activation.

Besides, to reach consumers in small towns, the brand has opted for cyber cafe integrations with a branded jigsaw puzzle and Interactive Voice Recording (IVR) integration with Cadbury Choclairs caller tune. All these initiatives along with trade activation have been initiated to create awareness and build the excitement amongst consumers for Cadbury Choclairs.

Contract Advertising has been brought on board to work on the campaign.

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