SYDNEY - Nestle's confectionery division in Australia has announced plans for the company to increase its ad budget by 20% to $11.1 million in a bid to break Cadbury's dominance of the market. Although Nestle is the second-biggest player in the $1.37 billion Australian confectionery market, its 28% market share is weak compared to Cadbury's leading 38%. Nestle will focus on large chocolate blocks and new products in its effort to increase its market share. It has unveiled a $850,000 campaign from Lintas: Sydney featuring English comedian John Cleese to back its milk chocolate blocks. In May, it will launch a $850,000 campaign to promote its new Vice Versa product, which will compete with M&Ms and Smarties.
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