Page 56 - CW-MAY-JUNE-2020

CONFECTIONERY FROM PAGE 53 being a physically small product that commands little real estate and merchandised among a highly fragmented “impulse” category. “The challenge is especially prevalent with under 30s, who are an incredibly important gum consumer as they have more occasions to chew gum and fewer barriers to purchase,” she said. “This insight has heighted our focus on introducing disruptive secondary displays, effective path-to-purchase messaging and relevant advertising campaigns, which is why we continue to partner with our retailers to find new and innovative in-store solutions, including the best displays possible.” The confectionery company increases in-store awareness of gum through “attention-grabbing” LED lit towers, counter display units, and other secondary off-locations and impactful path-to-purchase marketing. “Really, our tools span counter display units to towers, posters, hardware, aisle fins, catalogues, and in-store merchandising,” Ms Gazzola said. “Great availability at font of store or point of sale, a strong field team, a clear picture of success for your team and great measurement tools work well to create awareness.” She adds that price promotions aren’t a real value driver for consumers, whereas the “right range” to cater to preferences in formats, pack sizes, types and flavours is key. Cadbury’s new look Cadbury says it performed well over Easter with its firm favourites as well as new products such as Caramilk Easter Eggs, Old Gold Gift Box, the Marshmallow Egg range, and Eggcellent Easter Assortment Gift Box. The confectionery company also unveiled a fresh new look for Cadbury Dairy Milk products over Easter. The new brand identity was launched across Australia for the whole Cadbury Dairy Milk range. The first of the range to reveal the new identity is “Australia’s most requested chocolate block on social media”, Cadbury Dairy Milk Marble. The new packaging includes a redrawn wordmark, new iconography and typography, which make the look and feel “more natural, authentic, and high quality”. “Given the uncertain and unfamiliar times, we’re glad to bring a little happiness and nostalgia by relaunching the classic favourite to those around the country who’ve been asking us to bring Marble back,” Mondelēz Australia Director of Chocolate Marketing Paul Chatfield said. The Dairy Milk logotype has also been recrafted and a distinctive Dairy Milk pattern based on the original 1905 pack created, giving “greater depth” to the Cadbury purple. The ‘glass and a half’ logo, intended to represent the generosity in all Cadbury says and does, has also been redesigned so that it links directly with the chocolate chunk, “further emphasising the quality of the ingredients and the classic creamy taste of Cadbury Dairy Milk”, according to the brand. Chocolate frogs help save croaking cousins Cadbury says the disappearance of the Freddo frog image from products on shelves represents a good cause as it draws attention to real frogs that face extinction as a result of habitat damage and bushfires. The critically endangered frogs that now appear on the Cadbury packet include such species as northern and southern corroboree frogs, Baw frogs, spotted tree frogs, Tasmanian tree frogs, armoured mist frogs, Hochstetter’s frogs, Archey’s frogs and kroombit tinker frogs. In addition, Cadbury is set to donate $600,000 over three years to Zoos Victoria and Conservation Volunteers Australia to help the endangered frogs. “We’re so proud to be able to work with these frog experts to deliver programs that will give these endangered species a chance to repopulate and flourish,” Cadbury Dairy Milk Freddo Marketing Manager Katrina Watson said. 54 CONVENIENCE WORLD MAY/JUN, 2020