Pitched as the lighter and more indulgent counterpart to the original Moro, Cadbury’s Moro Gold tackled the dilemma of launching an international product into the marketplace without cannibalising the brand’s existing business. And the hugely successful campaign earned Cadbury the 2007 TVNZ-NZ Marketing Award in the Fast Moving Consumer Goods category.
While the original black Moro bar packaging screamed power and ‘menergy’, the more refined use of Cadbury’s purple with a touch of gold enabled the Moro Gold brand to go premium, shifting away from Moro’s heavy users (males aged 13-24). Although more females (52 percent) were buying Moro, they were largely light users, but the brand was able to capitalise on this group through ‘premiumisation’; switching the chocolate bar’s Aussie name Boost for a more luxurious Gold, a name pitched at consumers looking to chocolate bars for indulgence rather than an energy hit.
The campaign consisted of TV, billboards and buses, and generating mass consumer awareness and pushing a national sampling campaign. Along with an online promo and microsite, a clan of Moro Gold Groovers in ’70s gear and ‘fros distributed 200,000 free samples, imploring the younger consumer to “get more fro”.
The results of the campaign were outstanding:
- Moro Gold was the number one bar in the New Zealand market within four weeks.
- Moro’s combined brand skyrocketed from around 11 percent in the four weeks to 16 July 2006, to over 27 percent in the four weeks to 10 September 2006.
- Over 40 percent of product switching came from direct competitors – Moro Gold only minimally cannibalised standard Moro. Homescan research confirmed that Moro Gold was being munched up by younger females with higher household incomes.
- At the end of its launch period (36 weeks) in March 2007, the brand had a combined market share of almost 20 percent.
- Cadbury’s enrobed bars portfolio secured over 55 percent of the category, Cadbury’s best performance in years.
By generating new occasions for consumption, Cadbury Moro had transformed an iconic, but aged brand into one with a formidable brand consumer base. Partners DDB and Mediawise were stoked with the results and within nine months the brand was two years ahead of schedule.
The judges celebrated Cadbury Moro Gold’s marketing team for transforming a secondary brand into one with premium status. Now excuse us we run to the dairy.
If you’re ready to tell your marketing story, you’ve got ten days to enter the TVNZ-NZ Marketing Awards here.