Personal work creation about Cadbury's british brand and its evolvution in the time.

1. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
Let’s talk about Cadbury. First, a little introduction about this confectionery company owned
by Kraft Foods until 2010, which is the 1 of the Top 5 global confectionery companies.
So John Cadbury founded Cadbury in 1824. This grocer’s shop opened in Birmingham and
allowed to sale some cocoa & drinking chocolate, tea or coffee. Seven years later, in 1831,
John Cadbury decided to start producing and opened his factory. Contrary to the habits of
that time, it was a good idea to produce locally in Great Britain. More years later, Cadbury
was selling no less than 16 varieties of drinking chocolate and 11 different cocoas. In 1861
Richard and George Cadbury, John Cadbury’s sons took over the firm and tried to keep it
« alive ». The company exists since 188 years now with no less than 33 products creations
and we will see how this company has succeeded to continue
First, Cadbury is still a huge and well known company thanks to its surrounding strategy.
The Cadbury’s brothers, Richard and George, had early begun to think about how to stay in
the market full of competition and they always worked harder to preserve their family firm.
Thus, they created lots of tools allowing keeping the Cadbury’s confectionery in people
minds. Innovation is the first word to use. Indeed, they had seen every potentials
opportunities to expand the firm. In 1866, they introduced a new innovative processing
technique to press the cocoa. It was a huge and risky investment for the company but this
operation allowed to create a new product: “Cocoa Essence”. It was the first product with
less cocoa butter and any starches (which were used to mask the butter’s taste and texture).
The brothers understood the importance of an “Absolutely Pure” product with the
advantage to be better. The marketing around the Cocoa Essence increased dramatically
sales, transforming this small business into a worldwide company. I think that this first step
shows the spirit of the brand as at its beginning, we can see that the Cadbury’s owners
understood the preoccupations and worries which are still in current affairs. Moreover, 142
years after that, Cadbury has shown that these preoccupations are still in the company’s
heart by fairtrade with cocoa farmers in Ghana, India, Indonesia… and by creating organic
products. The origin view was relevant and remains a real force.
Secondly, creation allows keeping this company in our mind. We know that the business
created at least 33 products since its creation but its products keep always an innovative
spirit and answer to consumers’ demands. The Cadbury’s Brothers always saw the
opportunities to use for their products. That’s why we can assure that they were great
businessmen. First, they thought about add milk to their recipe to make milk chocolate bar
in the middle 1800’s. With the creation of the famous Cadbury Dairy Milk they developed it
like the chocolate bar with more milk than anything else on the market. It was Cadbury’s
biggest seller by the beginning of the First World War. Nowadays, this product is still well
known and hugely popular all over the world with many different varieties of it.
They also created alkalised cocoa in the 1906. They were not enthusiast to create Bournville
cocoa, a less bitter chocolate drink, but they chose to do it thinking that it could be the
future. One more example of this innovative creation, took place in 1915. The company saw
the opportunity to create a popular product and they increased their target audience by
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2. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
creating Milk Tray : a chocolate assortment affordable which will become a famous Cadbury
product with 8 million boxes sold every year. Despite the fact that this product is cheaper, its
famous came from TV commercials in the 1980’s : The Milk Tray Man which has introduced a
hero who pilots helicopters through storms and speed boats over waterfalls with the
catchphrase : “All because the lady loves Milk Tray”.
Moreover, in 1938, the confectionery firm introduced Cadbury Roses to develop the twist
wrapped assortment market. Later, in 1967 the Aztec Bar was launched. It was a huge
success in its launch and created some innovation in the sector. We can see that innovation
& creation are in the heart of the Cadbury’s spirit since its founding.
The Cadbury’s brother: Richard & George were real visionaries further than products
creation and strategy development. Indeed, they were innovative in other domains like
business and perception of their working force. Bournville is a great example.
Before the creation of Bournville, the two brothers thought : « Why should an industrial area
be squalid and depressing? ». In 1878, they decided to create a company town in the south
side of Birmingham. This town was created for production but this was a place to live too.
Workers when they arrived in this village found some houses for them, a field to play cricket
and football, gardens, playgrounds for their family. This approach was a social innovation for
the welfare of the workers. For example workers could heat up their meals in a huge kitchen
and they could also get changed in dressing rooms. The town itself has gradually developed
like including swimming pools, schools. With prayers, daily bible readings were integrated.
Moreover, the Cadbury brothers negotiated special offers with Railway Company for their
workers who didn’t live in Bournville.
This little town became famous and still shows how the two brothers were ahead of their
time about social conditions for their workforce.
Some years later, in 1990 the creation of Bournville became an attraction allowing to visitors
to discover the Cadbury’s world. The factory tours was a real investment costed £6million to
build but fact unexpected, this site had a huge success attracting 350,000 visitors in its first
year.
Even after the WWII, the company was still innovative and make good strategic decisions by
keeping a direct distribution system, expanding its biscuit range and working on promotional
tools.
In 1969 Cadbury merged with Schweppes allowing to the brand to develop its range of
products and to reach some other geographic markets. Moreover this merger has increased
financial resources to the brand. Another merger was initiated in 2003 with Adams, the gum
manufacturer, allowing to Cadbury to become the World’s leading Confectionery Company.
And in 2012, in Bournville was launched the Chocolate Centre of Excellence : a new global
research and development centre. Bournville is an entertainment park too which is very
important for the brand’s image too.
We just can see that Cadbury is a strategic brand that knows how to manage the
opportunities and the threats, knowing its weaknesses and its strengths
Its emblematic leaders like its creator John Cadbury and his sons were able to give to this
company its entire dimension allowing to develop this family business on international well-
known and appreciated firm all over the world.
But beyond the strategic aspect implemented by innovation and creation, advertising
enabled the company to remain on the forefront since 1824.
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3. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
What I have noticed when I worked on Cadbury’s advertising is that all its campaigns were
ahead on one’s time or really dealt with some subjects linked to the period when the
campaigns were created. I think that this could explain the closeness with the target.
Cadbury is a lovely brand that everybody loves because of its attractive characteristic. There
is a link between the customer and this powerful brand. I chose some examples to
demonstrate that.
First, it’s important to notice that Cadbury created ads in the early time. The brand already
knew that advertising would help to increase its sales and create awareness around its
products. The company used some at that time’s media like outdoor and press ads. Indeed,
it was in 1900 that the first Cadbury’s ads were produced. They were some of the finest
examples of posters and press ads during this period. Cecil Aldin illustrated these them for
Cadbury.
Cecil Aldin illustrations
But it was in 1867 with the launch of the Cocoa Essence that advertising began with the
creation of the slogan : “Absolutely pure, therefore before” which insists on purity and on
natural of this product.
Cocoa essence “Absolutely pure”
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4. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
In 1905 the first logo was designed. This is the first step for the creation of the brand
identity. William Cadbury commissioned this creation to the famous designer Georges
Auriol, (designer of the Paris Metro’s sign). The logo was a stylised cocoa tree with the
Cadbury name. It will be register in 1911 and was used for presentation boxes, catalogues,
promotional items, and printed onto the aluminium that was used to wrap the chocolate
bars. This logo was use until 1939 and after the WWII.
First Cadbury logo
In 1914 Fry's Turkish Delight is Launched and it will be a great advertising history. The
product’s ads will play on the travel desire. And all along the product’s history, Cadbury will
play on it while playing on the luxury. With the establishing of the rules about holidays and
days off and the development of travelling systems like airplane etc… Cadbury chose to
illustrate it on the Fry’s Turkish Delight’s advertising. The slogan “Full of Eastern Promise”
has been used since the end of the 1950’s and was well known through popular TV
advertising which showed mysterious ladies setting in exotic deserts.
TV commercial for Fry’s Turkish Delight
It was in the 1920’s that Cadbury introduced its real owned brand identity.
First, Cadbury Dairy Milk goes purple. Started out in pale mauve with red script, it became
purple and gold in 1920, the beginning of the brand identity.
Dairy Milk packaging over time
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5. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
In 1921, the Cadbury script logo appeared. This logo was the signature of William Cadbury
and was simplified all over the years. It is still used across major products of the brand.
Cadbury signature
In 1928, the “Glass and a Half’ symbol was used. Originally showed on press and posters, it
will be present in TV commercials and all over brand’s communications. First it was just
introduced on Dairy Milk but nowadays it’s the “image” of the company and it is used for all
products. This symbol represents the brand all over the world and is very famous.
Moreover, in the same time, investment was put on Cadbury Dairy Milk Ads. Various
messages were used to introduced the product “rich nutty falvour”, “rich in cream”… But
despite these incoherent different messages, Dairy Milk was the biggest selling chocolate
product in Britain. From 1928, high milk content was promoted for this product and they
chosen to using the “glass and a half” food value combined with the enjoyable eating to
become the ad message on TV commercials and wrappers.
“Glass and a half”, Dairy Milk Chocolate’s ad message
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6. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
An important fact made the brand famous. George VI and Queen Elizabeth visited the
company in Bournville. Indeed, in 1939, the 10,000 factory’s employees welcomed the Royal
Couple in their firm. It was a great distinction and recognition for all the employees. With
that event, Cadbury became a true English value. It will be a part of the British culture and a
national pride, which will create a strong relationship with the British population.
http://www.youtube.com/watch?feature=player_embedded&v=zyum1tgUEs4#!
Visit of the Majesties in Bournville factory
In 1955 Cadbury launched its first TV commercial. Its drinking chocolate was one of the 24
ads that were shown on ITV’s launch night. The advert was based on the popular game
“Twenty Questions”
First TV commercial
In 1959-60’s the TV advertising for Flake products began. It used the subject of a woman
sensually enjoying a bar of chocolate on her own. This TV ad shows an important historical
and social change : the women’s liberation movement. Here too, the brand deals with social
issues and is aware about society evolutions and movements by supporting them.
Again, in 1960’s Skippy product is launched. The milk chocolate bar with a caramel and wafer
centre was create with the slogan “It’s got a crunch in the biscuit and a munch in the
middle”. The TV ad showed a swinging London couple getting off their scooter and going
into a trendy coffee bar to pick up their Skippys. Again, this TV ad shows the way of life at
this time with the evolution of the couple perception. Now they are modern, they drive
scooter and are really trendy. They have hobbies and seem like real free citizens, they are
the new middle-class who emerges from the working class.
Nowadays we can see Cadbury brand like a huge band which has been successful in its own
management. Since 1824, Cadbury has evolved with its time and it is always true. The Gorilla
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7. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
Advert in 2007, which was a great success, shows how the brand tried to reach and
understand its target. It plays with lots of actual tools to reach its aim, gain awareness and
keep success. Advanced technologies were used to push the brand in the heart of the target
audience.
TV commercial 1988 by Gold Greenlees Trott agency
As it was in the 1988’s Cadbury advertising, by using the cultural trends : Disco music,
Cadbury nowadays uses digital media and tries to be an innovative brand by using new
technologies.
There are different topics which are trendy at this time and which are also run for lots of
Cadbury’s campaigns :
Viral videos :
 This viral video campaign following the famous
Gorilla campaign was a continuity of the
previous positioning : “A glass and a half of
joy”. Here again, Cadbury didn’t sale their
chocolate but rather, a value of their product
or a way of life which is the Joy.
http://www.youtube.com/watch?v=TVblWq3tDwY
 By using unexpected advertising standards to its campaign :
Dogs in a Purple Lamborghini, Cadbury made a dangerous bet.
They break the regular standards to sell chocolate as usual. They
are where we don’t except them. I think they can afford to do
that because they’re the most successful confectionary company
in the world. They don’t want to gain awareness but gain in popularity. In the same way
another campaign was launched with the same
slogan showing cloths dancing.
http://www.youtube.com/watch?feature=player_embedded&v=q-isDCuMbB4
http://www.youtube.com/watch?feature=player_embedded&v=wk4U2uJuFAI
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8. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
 This campaign runs in Australia using the social
network Youtube for this operation.
The company has played with the video player’s shape
of Youtube by creating one in circle shape. Inside, some
short comic videos are played like an hamster in its
wheel, a man in a gorilla costume running too in the
wheel, or a dog and a bird playing basketball. We can
see that Cadbury’s firm always tries to find some ways
to show its innovative thinking. This campaign is the
proof of a way to develop communication means &
tools not exploited by other brands at this time.
 Cadbuy made another viral video but this time it is not a promotion ad. It is a viral
video to thank cadbury’s lovers in Facebook. Indeed for the 1 million likes of Cadbury
they create a viral video which shows how to create a gigantic like button only with 3
tonnes of chocolate from Cadbury Dairy Milk. Moreover some fans participated to
the creation of the like button. The
brand thanks its likers but also likes them
in return for their love and participation
to the brand community. I think it is a
good idea because fans feel specials for
the brand. the facebook content is a
good way to involve people in the brand.
http://www.youtube.com/watch?feature=player_embedded&v=uHtDRw4ujYw
Social networks :
 In 2009, Saatchi Saatchi London launched a really good campaign mixing social, local
and mobile ways. This campaign is a “wild egg hunt” to promote the Cadbury’s
Cream Egg Twisted. This game is, according to me, really well thinking because the
campaign uses various tools to interact with people. After to be a CIA agent
(Cadbury’s Intelligence Agency), the game takes you though Google Maps to find the
missing egg. At the same time, some tips have been send by twitter to help players in
their quest. Moreover, a great prize is the key : a luxurious trip in Morocco or a cash
prize of $ 33,000.
I think this campaign is a real example of the creative capacities of Cadbury. It’s a
really intelligent and thoughtful way to promote by using several tools overlapping.
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9. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
This campaign can create lots of word-of-mouth and it’s a very funny way to
introduce a product to the target audience.
 I can also say that Cadbury is a great brand in terms of social networks management.
They always try to create some content for their Twitter, Facebook and Google +
accounts. Their covers and pages have always good design and I think, in this new
context provided by social networking, it is a major advantage to manage different
platforms and make them into complementary.
 Cadbury also made a partnership with Shazam during Britain’s Got Talent to put
special tag in their ads allowing to Shazam’s users to find out more about the music
being played. Moreover they can participate to a competition to win prizes. With this
campaign, Cadbury follows the current trend. Its philosophy of partnership with
appeared brands with potential places Cadbury always in everyday life that you can
see everywhere, even when you don’t expected it.
 “Keep team GB pumped”:
Cadbury was an important support for the Olympics 2012 in London. There was one
famous campaign running on Facebook to get the Facebook user involved on the
Olympics and UK teams. The principle was to connect your Facebook profile and
support the UK team in a virtual parade to win tickets for Olympics and Paralympics
by a draw.
I think this campaign took place in the news and
so people felt concerned.
http://www.youtube.com/watch?feature=player_embedded&v=b131ZDud0dY
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10. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
Interactivity & games:
 Cadbury Crunchie Rockording Studio : Cadbury with this event creates interactivity
with its target (young people). Indeed they place a Recording Studio at London which
allows people to record their own song and take it with them.
http://www.youtube.com/watch?feature=player_embedded&v=iHpDEi3T1dA
 Weather sensitive Chocolate Billboard.
Cadbury in Toronto launched the unique interactive
billboard that interacted with the city’s weather.
Indeed the Saatchi Saatchi billboard has a long
teeter-totter with a giant Cadbury Cream Egg on its
end. Depends on the weather (rain, snow…), the
egg will rise on the other end where is a lever which
allows to meet a fan machine that will break the
egg. This billboard is a real revolution and beyond of
the product promotion, it shows that the brand is an advanced brand, innovative &
creative.
 Dairy Milk chocolate bar contest
Cadbury has launched a contest allowing to create your own personalised chocolate
bar. Beyond the creation, you can also win your personalised chocolate bar Dairy
Milk.
This contest is not very innovative but we can see that the brand plays again with the
usual trend of the personalization. The personalisation allows people to be creative
while playing and have some recognition feelings. I think it is a simple way to
consolidate the relationship between the brand and the target audience while create
some content around the brand and makes fun for people. Moreover the prize
amplifies people feelings and shows them they are special.
 Cadbury touchscreen bus shelter game :
Another trend using by Cadbury is the touchscreen game. Indeed, they decided with
Saatchi Saatchi agency to create a game to promote the Cadbury Cream Egg. It’s a
simple game where you have to bash as many failing digital egg as you can in
20seconds. This is a simple and intelligent way to promote product. People who are
bored while waiting the bus can play, Cadbury helps you to have fun and gives you a
little time to relax and laugh. When buying some chocolate you remember that this
product gives you a funny time when you were bored. This interactive experience can
be share on social networks and create some buzz and popularity for the brand.
http://www.dailymotion.com/video/x81rth_cadbury-creme-egg-touchscreen-bus-
s_shortfilms#.UKd6GIWvbug
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11. Daphné Lala – DMS British Ad – Cadbury’s company
19/11/12
 I think it’s important to mention that Cadbury, which always plays with some trends,
used in a campaign the augmented reality for their products. The customers can play
with various products of the brand, in the same way as the game on the touchscreen
bus shelter.
http://www.youtube.com/watch?feature=player_embedded&v=TtnNgRSu4gE
Buzz :
 This campaign showing the flagship product of the brand
allows to be in people’s thought and creates some buzz by
using huge and massive billboard.
Conclusion
To conclude with this brand, it is important to say that its success couldn’t be without the
famous visionaries of its founder John Cadbury and the other chairmen who have known
how to manage and develop this company. Innovation and creation were always in the
forefront of their minds. The way to organize the production and the importance of the
product too are a great part of the brand’s success Despite the competitors like Swiss
companies, history events like WWI and WWII, the brand always saw the opportunities
around it. Taking risks was an important part of the Cadbury’s strategy and the strategic
choices led to the success. For me the most important for the success of the brand is its
integration in people’s life.
I noticed when I was working on this brand that it always tries to live in its time taking into
account both the current ideas and the technical means. Cadbury became a part of the
British’s history, culture and way of life : The company was involved when rationing was
enforced in the WWII, was one of the first presented brands during the ITV launch, and
involved to try to get a better world in terms of social & environmental issues.
It is an innovative and creative brand that thinks always outside of the box. It is a brand that
doesn’t feel the fear and always tries to repel the limits of the chocolate marketing and
advertising. It follows consumers’ behaviours and feelings and listen them to encourage
some movement and creation. Its creativity allows it to stay in people thought and heart.
With its merger Kraft Food I think that the brand will be still here in few years thanks to the
financial resources.
Maybe I could worry because of the risk of too much creativity which could lost the
message. Indeed, the TV commercials don’t show anymore the product and are very far
from the usual ways to sell confectionary products. Like the United Colors of Benetton case,
Cadbury has to be careful not to go too far and to avoid the risk of disappointing its
consumers. Success and buzz are important in marketing but while looking after another
success campaign like the Gorilla one, they can loose themselves.
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