Many years ago (and yes we’re talking more decades than I care to imagine!), Quality Street was outselling Roses about 2 to 1….

They were the two major brands (in the UK) of large tins of chocolates for sharing at celebration events…

…then Cadbury played a blinder.

They brought out a smaller box aimed at gifting, launching the ‘Thank You Very Much’ series of adverts showing lots of different scenarios where you could give a smaller box of Roses to people as a thank-you.

It was a hit and it wasn’t long before Roses became the front runner, overtaking the previously dominant Quality Street.

A masterclass in changing marketing strategy and thinking differently about an existing product, that’s still relevant today.