Cadbury Chocobakes : Cadbury inside

Brand: Cadbury Chocobakes

Company: Mondolez

Brand Analysis Count: 596

Ever since Mondolez International took over Cadbury, the brand has been on a roll, coming out with variants and new products. From a corporate umbrella brand, Cadbury had become an umbrella brand for all chocolate related products under Mondolez.

For a confectionary brand, brand architecture can be tricky and often confusing. This is because, one has the tendency to leverage the equity of a powerful brand at the same time, give enough room for various sub-brands to grow. We have seen that in the case of Diary Milk, where this brand has now become a family brand endorsing sub-brand- Silk and an innovative co-branding product with Oreo.

Mondolez in 2019 forayed into the biscuit market using Cadbury. The new cookie brand was named Cadbury Chocobakes which in a way is a new journey for the Cadbury brand. The Chocobakes brand was launched in the chocolate-filled cookie category which was pioneered by Sunfeast's Dark Fantasy Chocofills brand. 

The success of Dark Fantasy may have motivated Mondolez to extend the Cadbury brand into cookies since the chocolate inside made a perfect case for the extension of the Cadbury brand into biscuits. 

In 2020, Mondolez made another surprising move to enter the Rs 2000 crore packaged cake category with the Chocobakes brand. The brand has launched a choco-layered cake in 2020. Thus from a single product brand, Chocobakes within one year became an umbrella brand and in line to come a category brand endorsing further products in the cookies and cakes category. 

Both the products are positioned using the proposition " Cadbury (chocolate) inside" where these products derive their equity from the parent brand Cadbury. It makes perfect sense since Cadbury has such strong equity and connection with chocolates. 

This brings into the concept of products as platforms. Gone are the days where products are treated as a standalone entity with limited extensions and variants. The rising costs and lesser product-lifecycles are forcing firms to look at faster ways to bring the products to the mind of the customers. When a brand becomes successful, marketers are trying to leverage the equity by extending it to multiple categories. Products and brands are becoming more like platforms that facilitate multiple product- launches. The downside of this is the confusing brand architecture and often forgetting to strengthen the parent brand whose equity is being milked by a number of products across various categories.