Blog POST 

by | Jun 28, 2020 | Business Wisdom



quality street

How a pivot using the same product catapulted one brand from falling behind to streets ahead.

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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.

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