Bangkok--12 Feb--Aziam Burson-Marsteller Cadbury Adams drives the chocolate market putting 150 M baht behind the world’s leading chocolate brand - Cadbury Chocolate - eyeing market leadership within 3 years - Cadbury, a global chocolate brand by Cadbury Adams (Thailand) Limited is leveraging Valentine’s Day to launch a major new campaign backed by a 150 million baht investment. The company also announced that “Janie Tianphoesuwan” will be the first presenter of the Cadbury Chocolate brand in Thailand. With a clear focus on modern trade distribution and the workingwomen consumer segment, Cadbury aims to be Thailand’s No. 1 chocolate brand within 3 years. Mr. Anat Julintron, Managing Director, Cadbury Adams (Thailand) Ltd. said, “The chocolate market in Thailand shows real growth potential. Over the past 3 years, the chocolate market has grown rapidly with average per annum growth of 22% creating a market valued at 2.536 billion baht in 2007. As the long time market leader in the candy (Halls) and gum (Dentyne) segments, we are confident in our ability to become the leader in Thailand’s chocolate segment within 3 years. This will strengthen our overall leadership of the total confectionary market”. At present, Cadbury Adams is the market leader in the Thai confectionary market, enjoying a 32% share. The confectionary market includes the candy, gum and chocolate segments, with a total value in excess of 10 billion baht. Leading brands under Cadbury Adams (Thailand) Limited are Halls, Clorets, Dentyne, Trident, Chiclets and Cadbury chocolate. “To support our new campaign, Cadbury has introduced “Janie Tianphoesuwan” as our first presenter in Thailand, representing a new generation of working women and university students who enjoy smoothly delicious Cadbury Chocolate. We believe that her sweet character will be attractive to consumers and drive awareness of the Cadbury Chocolate brand and win the hearts of Thai consumers”, added Mr. Anat Cadbury has committed a marketing and promotion budget of 150 million baht to reach target consumers across Thailand. The marketing campaign includes a new television commercial “TOUCH” airing nationwide from 14 February 2008, BTS media, buses, cinema media as well as ongoing sales promotion programs and consumer activation e.g. sampling troops at sales channels and office buildings.Cadbury is also introducing 2 new products - 1) Cadbury Block Chocolate in the new introductory size of 15 grams for only 8 baht and, 2) Cadbury Chocolate Neap in Tray containing 36 small individually wrapped chocolate pieces for 69 baht — to suit the lifestyles of workingwomen and university students. With these 2 new products, consumers will be able to enjoy smoothly delicious Cadbury Chocolate anytime, anywhere they like. As a special treat for Thai chocolate lovers, Cadbury is celebrating Valentine’s Day with a special promotion of Cadbury Chocolate for only 14 baht (normally 27 baht) during 13 — 14 February at 7-11 stores. Cadbury, a chocolate brand from England, is the No. 1 chocolate brand in many countries around the world including England, Canada, Australia, New Zealand, Egypt, Malaysia, Singapore, South Africa and India. It is widely appreciated by chocolate lovers for its smoothly delicious taste. Like in other countries, the “smooth deliciousness” of Cadbury chocolate is believed to appeal Thai chocolate lovers nationwide. For more information, please contact: Satida Sritunyatorn or Saranjit Chuwongkomol Aziam Burson-Marsteller Tel. 0 2252-9871, 08 6985 4600 Email: [email protected]