5. Execution techniques –
emotional appeals
•‘Moment of joy’ for consumers
•Educate consumers about their
role in Joyville
•Influence buying behaviour
•Employed across a range of
communication tools
6. Execution techniques – POP
materials
•Potential to influence buying
behavior
•Integrate Joyville platform and
the consumer shopping
experience
7. Execution techniques –
change the ‘10% more Joy’
tagline
• Reinforce the benefits consumers
get from chocolate (positive
emotions)
8. Conclusion
Work collaboratively to develop a stronger
integrated marketing communications
campaign in the following ways:
• Implement consistent messages
•Use emotional appeal and brand imaging
•Introduce POP advertising
•Develop a new tagline
Editor's Notes
(30 seconds)Hello and welcome to CNMD’s creative marketing communications strategy pitch for Cadbury.We are a leader in developing campaigns for business’s seeking to improve their integrated marketing communications. Our most successful marketers, Yunhua Chen, Christy Nixon, Saida Mathew and Jessice Dwyer, have been selected to work collaboratively with you and your marketing team, to further develop and improve marketing communications with your target audiences.This presentation will discuss the issues with the two current campaigns; Joyville and Free the Joy, and make recommendations for revised strategies and communication tools.
(30 seconds)The aim of the Cadbury Joyville campaign was to build brand awareness through the creation of the Joyville platform; the special place that exists in all chocolate lover’s minds, the place where Cadbury chocolate is made. In 2014, Cadbury built on the world of Joyville in their ‘Free the Joy’ campaign. It is still underway and continues with the ‘fun, playful and joyful’ theme, but appears to be taking a more consumer focused approach; marketing communications are attempting to convey the ‘moment of joy’ that can be experienced by consumers when they eat a piece of Cadbury chocolate.
(1 minute)The Joyville campaign was good at creating awareness and building the Joyville platform in the target audiences minds. However, there were inconsistencies between the communication tools which resulted in the messages not being interpreted by consumers as intended by Cadbury. The consumers were unclear about messages such as what it means to have a glass and a half of milk. They also had difficulties in identifying their role within the Joyville world due to the inconsistencies. Some advertisements invited consumers to be part of Joyville world, such as the Cadbury Easter Bunny television commercial, while others such as the Cadbury Dairy Milk presents Marvellous Creations television commercial implies the Joyville platform as inaccessible to consumers. 10% more joyUnder the Joyville campaign the size of the Dairy Milk chocolate blocks increased by 20 grams and the tagline attached was ’10 percent extra joy’. However, consumers are aware that 6 months earlier the blocks were actually 250grams, and now they are only 220 grams. The action was perceived to be deceitful and disrespectful by loyal consumers.
(30 seconds)Building on the Joyville campaign, Feel the Joy should communicate the consumers role and the benefits they get from eating Cadbury chocolate, as this will further involve and consequently engage target audiences. This theme must be consistent across all marketing communication tools, as consistency is essential in delivering a integrated marketing communications mix that clearly communicates the desired messages to the consumer.http://www.birminghammail.co.uk/whats-on/family-kids-news/5-cracking-easter-activities-birminghams-6876395Cadbury Easter Bunny(target market: family customers)Creating some activities: Customers can come in chocolate factory to make their own Easter chocolateChildren collect Easter-eggs in the game zone, and then they will win a prize.Making TV ads and social media to extend this activities.Marvellous Creations?Outstanding the idea of the Marvellous Creations, such as jelly, peanuts, and new appearance or package.Outstanding the new point of stuffing and change the package which did not attractive.
(40 seconds)In order to educate consumers about consumption benefits, for example, the moment of joyeducate consumers about their role in Joyville, andInfluence buying behaviour,Cadbury should employ emotional appeals and brand imagining techniques aimed at target audiences. Research shows that emotional advertising is extremely effective for product categories that are naturally associated with emotions (such as chocolate). Therefore, this technique should prove successful in convincing consumers to purchase their own ‘moment of joy’. Cadbury could do this across a range of communication tools, including but not limited to, TV advertisements, newspaper and magazine advertisements, product packaging and social media.
t(40 seconds)Cadbury should invest in more point-of-purchase (POP) advertising in supermarkets and mass merchandise retailers. This recommendation is based on the fact that a) a high proportion of all confectionary purchases are unplanned (up to 90%) and b) research shows in store media, signage and displays heavily influence customer purchase decisions. Implications of this research are consumer purchases of confectionary products are often unplanned, anid Cadbury therefor have the potential to heavily influence this unplanned buying behaviour through in store POP advertising. Through POP advertising in supermarkets and mass merchandise retailers, Cadbury can further reinforce the Joyville platform and integrate the Joyville platform and and consumer shopping experience.
(10 seconds)Due to the criticism received from the “10% more Joy” promotion of the Joyville campaign, it is highly recommended that Cadbury discontinue this tagline. The creation of a new tagline that steers away from a money value proposition and instead focuses on the emotional benefits for consumers will help to reinforce the positive emotion
** mention that aspects worked/ aspects didn’t’Joyville is a strong campaign that has built brand awareness and developed a platform that will be able to be used as a base for many future Cadbury campaigns. We believe though, that there is potential for the Joyville campaign to become more successful by implementing a consistent messages across all communication tools, use emotional appeal and brand imaging techniques, introduce POP advertising and change the 10% more joy slogan. CNMD Marketing Communications Agency wish to work alongside with Cadbury’s Marketing team to be able to help Joyville reach its fullest potential
