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Cadbury Roses "Cartins" Case Study: When Sustainability Vies with Tradition
Datamonitor, May 2011, Pages: 16
This case study analyzes the reasons behind Cadbury’s decision, and explores the hypothesis that consumers’ actions relating to sustainability may be at odds with their intentions when brands evoke strong emotions of tradition and nostalgia.
Features and benefits
- Achieve sales growth by understanding the opportunities that can be realized through carefully considered packaging changes
- Enhance consumer understanding through improved insight into differences between consumers’ stated concerns over sustainability and their actions
- Reduce risk in new product launches through effective consideration of the impact of packaging changes
Highlights
- The environmental logic behind the original packaging change was broadly in line with consumer sentiment but Cadbury failed to take fully into account metal packaging's recycling credentials and the opportunity for reuse at home.
- However, more significant was the strong emotional bond consumers had with the metal tin, its positive associations with family celebrations and its ability to denote integrity and quality for gifting.
Your key questions answered
- What are the key consumer drivers of sustainability?
- What role does packaging play in shaping consumers’ overall impressions of a brand?
- How is consumer demand for sustainable solutions compromised at times of indulgence and gifting?
- What are the opportunities and pitfalls for manufacturers in using packaging changes to refresh the brand offer?
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