Cadbury Brazil To Invest R$3m In Renewal Of Chiclets Brand
Published:10-July-2009
By Staff Reporter
Product positioning is a part of company strategy to reach target audience aged between 14 to 17 years
Cadbury Brazil, a subsidiary of confectionery company Cadbury and an owner of Trident, Halls, Chiclets and Bubbaloo brands, has revived its Chiclets brand with new formulations and packaging. A total investment of R$3m is planned for the entire re-branding effort. An exclusive national marketing campaign has been created for the brand, to disclose the changes, through TV, internet and a partnership with designer Ronaldo Fraga, as reported by FoodBizDaily.
The box that comprises of two units has been redesigned to open through the middle part of the package. This product positioning is a part of its strategy to reach its target audience aged between 14 to 17 years.
The new ‘Chiclets’ campaign would follow the 2008 concept of the institutional campaign. Reportedly, the campaign illustrates two different ways of chewing or living life introducing different types of behavior. The first way being ‘the llama way’ which features an animal portraying a boring way of life, and the other showing ‘the Chiclets way’ of living life which portrays a young and energetic way.
The Chiclets Refreshing Fusion flavor, a mix of mint, cherry and orange is presented in the Brazilian market. The two unit pack comes in black color. The Chiclets products with a suggested price of R$0.15/unit are sold through wholesale food distributors, supermarkets and retailers in general.
Oswaldo Nardinelli, general manager at Cadbury Brazil, said: “This is one of the directions taken to ensure the preferences of consumers who increasingly have more specific needs. That’s why we invested in new formulas and packaging whose visual concept is appropriate to our young consumers.”
