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The 'Choose Cadbury' Marketing Strategy The 'glass and a half', corporate purple, and the Cadbury script has become synonymous with Cadbury. Cadbury Schweppes have used these design elements to great effect in developing the implication of goodness that this imagery suggests. In the late 1980s, another important element, known as 'taste' was emphasised. Regardless of national preferences about how chocolate should taste (e.g. dark chocolate is very popular to Europeans, whereas Australians prefer creamier milk chocolate), the implication was clear that, Cadbury Schweppes provides taste and texture that, appeals to all consumers. For example, Cadbury Miniature Heroes includes a variety of chocolates such as, dark milk chocolate (e.g. Cadbury Dairy Milk), creamier milk chocolate (e.g. Cadbury Dream), chocolate with trace of nuts (e.g. CDM Whole Nut), etc. In the early 1990s, further emphasise was made on 'taste'. For example, the strapline 'Chocolate is Cadbury', which was built upon previous brand values,...

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