Cadbury will spend $1m launching a second Yowie Adventures range in a bid to capitalise on the success of the initial product, introduced four years ago. Yowie controls 20.2% of the $58.2m childrenÕs novelty market, placing it as the leader of the inclusions market, ahead of competitors such as Kinder Surprise, according to figures from ACNielsenÕs ScanTrack MAT March 2001. Cadbury Schweppes marketing director Tim Stanford acknowledges the range, 30 collectibles and six limited edition ÒminiÓ Yowies, was prompted by market research on the inclusions market, revealing sales are driven by Ònew collectorsÓ products. ÒA collection product like Yowie periodically needs a refreshment, and we wanted to do this in a way that would add more depth to the Yowie world while retaining the strong message concerning environmental care and international endangered species, which is a large part of the whole marketing conception,Ó says Stanford. Environmental and educational aspects have been a significant advantage for the brand, which has had extensive marketing support from school programs, developing CD-ROMs and eduction kits. The second range features an initiative endorsed by the Minister for the Environment, entitled ÒYowie hands on for habitatÓ. The launch campaign takes in TVCs, magazine ads, POS and PR. Sarah Grant
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