Adding bubbles to the singles market
Following the launch of Cadbury Dairy Milk (CDM) Bubbly earlier this year, Kraft Foods is launching a self eat version of CDM Bubbly. The CDM Bubbly Mini bar is made using the same innovative bubble moulds as its larger counterparts, to give consumers a fun and unique taste experience.
The launch of the 90g milk chocolate format at the beginning of 2012 was the biggest chocolate tablet launch in the past five years, with the brand already worth £10.1m in retail sales YTD – so this new format is building upon the strong foundation that the tablet has already laid and provides consumers with the perfect size SKU to enjoy this popular product in self eat occasions, at home or on the go, overall helping to grow the singles category.
When the Cadbury Dairy Milk Bubbly tablet launched earlier this year it attracted a high volume of female consumers, accounting for 74% of purchasers, and Kraft Foods anticipate that CDM Bubbly Mini will similarly drive female sales in the singles market. Fans of the tablet will now be able to enjoy CDM Bubbly in a single, re-closable portion perfect for self-eat occasions.
This new SKU is well placed to help boost the singles market, which is in -6.6% MAT value decline, driven by female penetration and frequency. This highlights how important the female driven popularity of the new CDM Bubby Mini will be for retailers.
The launch of CDM Bubbly Mini is being supported with a £1.5m above the line (ATL) marketing campaign to boost the already high awareness (49%) of the CDM Bubbly brand. The campaign focuses on growing the existing awareness using social media, TV advertising and point of sale. In-store, Bubbly branded POS is available to retailers in a variety of formats with the tagline ‘Get a burst of joy in every bubble’ and also highlighting that CDM Bubbly Mini is new.
Matthew Williams, marketing activation director at Kraft Foods, comments, “The launch of CDM Bubbly in early 2012 has already shaken up the tablet market, taking it out of the realms of the safe and familiar, into a new and exciting space.
“Consumer response to the tablet format has been so positive that we’re confident consumers will love the new self-eat SKU. By bringing the brand into the self-eat arena we are opening it up to new consumers, including females who may have lapsed from the chocolate singles category, and allowing those who already buy the block format to enjoy it during impulse and on-the-go occasions.”