Cadbury made an interesting announcement last month: It’s planning to get Fairtrade certification for its No. 1 chocolate brand, Dairy Milk, by the end of summer. Dairy Milk, which sells 300 million bars a year in the U.K. and Ireland, will be the first mass-market chocolate bar to go Fairtrade. This will almost certainly add a fair bit of cost to the brand, and it would have been understandable if Cadbury had postponed this move until the markets return to growth mode. But whether creating cultural currency with bold advertising or doing its bit for the cocoa farmers of Ghana, this is a company that realizes that the brand of the future will be a finely tuned mix of the functional, the ethical and the pop-cultural.
The strategy builds toward the future while giving consumers another reason to choose the brand today as they think more carefully about where to spend their money.
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