Find a new creative expression for Cadbury Dairy Milk, which will help the brand to discover a fresh lease of life and widen the category franchise, so that the other Cadbury brands can feed on the expanded market.
Stop Kit-Kat from making further inroads by flanking it more aggressively with an expanded countline portfolio consisting of Relish, Perk and now Picnic.
Guard against the launch of Mars this year, by quickly refurbishing 5 Star's identity as an energy bar and at the same time, prevent cannibalisation in its countline portfolio.
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Shore up its
portfolio aimed at children with Gems and also Eclairs from other confectionery offerings like Perfetti's caramel-centred Alpenliebe. Find a more coherent role for the rest of the satellite brands
such as Nutties and Caramels, from beyond the gifting market to casual munching.