Cadbury launches 'Perk with Glucose Energy'

Company Brief

New Delhi, November 16, 2009

Glucose energy and the taste of Cadbury is an irresistible combination. Cadbury India brings this tempting recipe to consumers with its latest offering ‘Perk with Glucose Energy’.

A first for India, Cadbury Perk with Glucose Energy is a new innovation that is aimed to appeal to consumers’ taste buds. Targeted at 14-18 year olds, it is a fun treat which combines energy giving glucose with great taste.

Since its launch in 1996, Cadbury Perk has been one of Cadbury’s leading brands and a preferred choice for casual snacking with its wafer construct. Over the years, Perk has successfully built a distinct and iconic status for the brand among the youth of India.

Commenting on the launch, Mr. Anand Kripalu, MD, Cadbury India said, “This is the first offering under the Cadbury India brand to contain Glucose. The recipe

breakthrough has been made possible by the Cadbury India Science & Technology team.”

Mr. V. Chandramouli, Executive Director, Strategy & HR, Cadbury India added, “One of the key objectives for the launch is to expand the chocolate category by providing superior value to consumers. The youth segment has busy lives and Cadbury Perk apart from meeting their treat needs will now also meet their energy and snacking needs.”

This new offer will be backed by significant advertising created by Ogilvy & Mather Advertising centered around the theme of “Naya Perk with Glucose Energy.” An integrated marketing campaign will be launched to create awareness around the product. The 360-degree marketing communication will encompass TV, Outdoor, tie-ups and sampling activities.

Perk with Glucose Energy will offer two pieces in each pack affordably priced at Rs.5/- for 21 gms. And as singles at Rs.2/- for 7.5 gms. It will be available at all retail outlets across cities in the country.

For further information, please contact:

Ogilvy Public Relations

Dipanwita Dutt

Mobile: 09967643953

Email: dipanwita.dutt@ogilvy.com