Cadbury presentation BMA349 Marketing Communications

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Cadbury presentation BMA349 Marketing Communications

  1. 1. Cadbury’s current campaign issues • Narrow target market – focus on children • Lacks the ability to engage with people - too cartoonish • Comparable to Nestle’s Willy Wonka confectionary
  2. 2. Creative strategy As the campaign is similar to Nestlé's Willy Wonka brand, Cadbury moves away from Joyville, and takes a new approach to the joy theme.
  3. 3. Creative strategy- campaign Focus on chocolate consumption & linking Cadbury with the joy of eating chocolate with others. Feature ordinary people in real situations: • Couple • Family • Friends
  4. 4. Creative strategy – target market This idea can be marketed to multiple target markets, which suits the Cadbury mass marketing strategy used to communicate with the brand’s diverse range of customers.
  5. 5. Creative strategy – tag lines “A life time of joy” “Eating chocolate doesn’t grow old, even if you do…”
  6. 6. Creative strategy – imagery • Couples stealing bars off each other • Young children eating Freddos • Older children building things out of chocolate • Groups of teenagers eating different bars • A grandparent and child sharing a Dairy Milk block
  7. 7. Creative strategy – imagery Below is a link to an example of the kind of imagery that would feature in our proposed campaigns. https://www.youtube.com/watch?v=_fw-SRj6I- k&feature=youtu.be
  8. 8. Creative strategy - promotion • Promoting brand image separate from Nestle • Enforce the link between joy and Cadbury in the consumers’ minds • Integrated across all of the tools used to achieve the communication objective of chocolate being seen as a product for all ages
  9. 9. Marketing communication strategy • Trademark colour: purple ensuring integrated message between media • Logo: The glass and a half • Suggested logo: the image of two people drinking milk
  10. 10. Marketing communication tools • Television ads • Outdoor advertising, e.g. billboards, buses, bus stops, etc. • Cadbury website
  11. 11. Marketing communication strategy • Promotional competitions for a duration after campaign release, e.g. post photos of yourself consuming Cadbury chocolate and sharing the joy • Vintage packaging emphasises “eating chocolate doesn’t grow old, even if you do…”

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