Cadbury Perk began its journey in 1996 as the Indian market started to get global competition in the chocolate market. It is renowned to have been the first wafer chocolate brand in India. The light, crisp wafer and chocolate construct targeted the casual snacking space, traditionally the domain of chips and salty wafers. It was a quick light snack.
On the back of popular advertising, Perk became the delicious ‘anytime, anywhere’ light snack. Its unique brand of advertising that features bubbly, mischievous teenagers who get out of ‘stuck’ situations with a Perk ensured its popularity among its prime consumers, the youth.
In time, as the messaging progressed the offerings became varied. Value for money brands increased the competition in the wafer chocolate segment. Cadbury Perk stepped up with these changing times and consumers saw the dawn of Perk XL , Perk XXL , Perk Slims and Perk Minis. Cadbury Perk has kept pace with the evolving market with the launch of a lower price-point offering.
In 2006 Cadbury Perk added yet another feather in it’s cap. Under Perk’s brand umbrella, Cadbury launched the reverse chocolate- one with choco- cream inside and wafer outside. Aptly christened ‘Ulta Perk’ (Ulta in Hindi means reverse) catches the imagination of youth again. Ulta Perk not only garnered additional market share within the Perk franchise but also grew mother brand Perk!
One of the key players in the Indian chocolate market and Cadbury’s representative in the chocolate wafer biscuit category, Perk is poised for growth with it’s capability to expand the chocolate market and strong franchise of loyal consumers.
Quick Facts
Cadbury Perk commercials over the years have been the launch pad for many Bollywood stars.