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Apr 12, 2009

EASTER BUNNY RUNS LATE


This video shows the frantic 'last-minute' shopping for Easter eggs at a Coles supermarket on Easter Saturday.  A couple of interesting observations.  Firstly, Lindt seemed to have no problem selling through their premium, quality stock (about 50% sell-through), while  Cadburys appeared much slower moving (about 25% sell-through) at lower price points.  Secondly, note the number of shoppers with lists  (we got OUR Lindt just in time ...phew).  On a more serious note, Lindt have done a superb job of improving their distribution and brand profile over the last year or two.  Having a strong, aspirational brand can help in a recession.  Lindt's packaging is also a strength.


video

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