For the last five years, luxury chocolate brands have been invading Cadbury territory - the supermarket aisles - and rather successfully.
7.7 million Australians or 40% of us 14 years or older eat some or all of one chocolate bar per month. Cadbury’s share of that market has fallen by 6% since 2009 – from 34% or a little over 6 million Australian per month to 30% or just more than 5.7 million in 2013. Lindt’s share, on the other hand, gained 20% - albeit from a much lower base. It has gained 217,000 Australian consumers since 2009 to reach 1,315,000. Lindt now stands higher than Nestle as Australia’s number two brand.
Mondelez has struck back now, with an international launch into the luxury gift market, Cadbury Glow. The individually packaged high end praline-filled chocolates made their debut in ten cities in India, where gift products currently have 6% market share compared to 14%-35% in most markets. Mondelez had learned from retailers there that, with affluence increasing in India, there is now a growing demand for premium products and the chocolate gifting category is growing one and a half times as fast as premium products as a whole.
"India is the first country to launch Cadbury Glow, which will be our luxury gifting brand globally. Gifting is an integral part of Indian culture and festivals and we are confident that consumers across the country will be excited about our year-round luxury gifting brand. Our hope is that consumers can recreate the joy associated with gifting, as they create delicious 'glow' moments for their loved ones. Globally chocolates are extremely popular for gifting and while the trend does exist in India, we still have a long way to go. With the launch of Cadbury Glow, a premium chocolate gift offering from India's favourite chocolate brand, our hope is to grow the chocolate gifting category in India," stated Siddhartha Mukherjee, director chocolate category at Mondelez India.
"From a global lens, the brand Cadbury is extremely strong in India and is an appropriate market for a global launch.”
"This collaboration helped us bring together the best of our international expertise in chocolate making and our in-depth knowledge of the Indian consumer to create a product that is high on innovation," Mondelez's Indian arm said.
With Cadbury Glow, Mondelez International is looking to increase scale of chocolate gifting in India – currently gift products have 6% market share compared to 14%-35% in most global markets. According to retailers, there is rising demand for premium products and the chocolate gifting category is growing one and a half times as fast as premium products as a whole.
At the core of the packaging is the idea that seeing loved ones light up with happiness produces a comparable warm glow of joy in the giver. The brand will be positioned as a thoughtful gift in a busy world where the value of spending time and sharing emotions with others is often forgotten.
Mondelez has used its global resources to create a package whose little details underline the care that went into creating Cadbury Glow as a gift. The pack, designed by Pearlfisher in London and manufactured in Europe, is an elegant gold and purple, its shape reminiscent of a treasure chest. It is made from metallised cartonboard with a number of premium finishes and effects including shimmer varnish, spot gloss and embossed and debossed details, so that it glows from the inside out, and each individually wrapped chocolate is cushioned in its own “nest”. The long, shimmering sleeve with ribbon detail gives the brand a high class feel, with no raw edges and neat, strong creases that further promote the quality of this new brand. The film is flow wrapped around the individual pralines using laser scribing technology, to accentuate the curved shape of the praline.
Cadbury Glow has also launched a special gifting website that will connect both the gifter and recipient. The website http://www.cadburyglow.in allows consumers to add a personal touch to their Cadbury Glow gift by writing a personal note, sending a song or memories by including videos and photos.
The Cadbury Glow chocolate gift boxes are available in pack sizes of 16 pieces and 24 pieces.
