Cadbury Bytes

Market Background:
Cadbury is the market leader in chocolates but was a new entrant in the packaged snacking category. The company had a loyal child following but snacking was driven by teens and adults. The Indian palette also showed a distinct preference for salty snacks. Overall brand Cadbury strengths in the confectionery market were weaknesses in the packaged snacking market. Snacks were also largely driven by shared consumption vis s avis confectionery which is largely an impulse individual consumption

Competition
Well entrenched competitors and local unorganized players which are synonymous with snacking and dominated the market.

The Brand
Cadbury Bytes was a one of a kind snack, in that it was sweet and not salty and had the irresistible taste of Cadbury chocolate in it. To be positioned effectively as a snack it had to offer the irresistible taste of Cadbury chocolate in the context of shared snacking

The Brand Objective
Position Cadbury Bytes as the "people magnet" of snacking which led to being creatively expressed as "Bytes Jahaan Public Wahaan!"

The Results
Cadbury Bytes expands the chocolate category.