This was Natalya Grabavoy's and my winning response to brief 3 in Miami Ad School. The brief was from Cadbury for Christmas.

1. CHRISTMAS 2020

2. 1. Problem
2. Audience
3. 4Cs
4. Insight
5. Strategy
6. Idea
7. Executions
AGENDA

3. Sell more Cadbury in the lead up to Christmas
and simplify its holiday campaign & offering.
BRIEF IN A TWEET

4. OUR ENEMIES

5. Christmas is a time to indulge and act generously.
Which means people don’t buy Cadbury at Christmas, because they feel like
anyone can buy it for themselves anytime of the year.
This ‘ordinariness’ is a problem, because unlike Easter, chocolate plays a
minor role in Christmas celebrations, meaning it needs to feel extra ‘festive’
to be considered useful.
PROBLEM

6. Make Cadbury chocolate feel special at Christmas.
OBJECTIVE

7. AUDIENCE
Source: 1:1 Qualitative interviews with 7 participants. *Name & photo changed at participant’s request
Judy
EMPTY NESTER
PRE-KIDS POST-KIDS
Karen*
MUM OF 2 TWEENS
Sophia
MUM OF A NEWBORN
Nemo
YOUNG INDEPENDENT
“KIDS HAVE MOVED OUT,
SO CHRISTMAS IS QUIET”
“CHRISTMAS IS LOW-KEY,
JUST FAMILY + KIDS”
“WE’RE GOING ALL OUT FOR
LEO’S FIRST CHRISTMAS”
“CHRISTMAS IS A TIME
TO LET LOOSE WITH MATES”
MORE INTERESTING TREATS
OVER CHOCOLATE AT XMAS
CHOCOLATE IS SOMETHING
SMALL FOR THE SIDE GIFTS
CHOCOLATE IS A BAD GIFT
THAT SHOWS NO THOUGHT
CHOCOLATE ISN’T PART
OF CHRISTMAS FOR ME

8. Judy
EMPTY NESTER
PRE-KIDS POST-KIDS
Karen*
MUM OF 2 TWEENS
Sophia
MUM OF A NEWBORN
Nemo
YOUNG INDEPENDENT
AUDIENCE
“KIDS HAVE MOVED OUT,
SO CHRISTMAS IS QUIET”
“CHRISTMAS IS LOW-KEY,
JUST FAMILY + KIDS”
“WE’RE GOING ALL OUT FOR
LEO’S FIRST CHRISTMAS”
“CHRISTMAS IS A TIME
TO LET LOOSE WITH MATES”
PRIMARY: “Mums = the organisers of Christmas”
Biggest social network to manage:
kids, teachers, work, friends, immediate & extended family.
MORE INTERESTING TREATS
OVER CHOCOLATE AT XMAS
CHOCOLATE IS SOMETHING
SMALL FOR THE SIDE GIFTS
CHOCOLATE IS A BAD GIFT
THAT SHOWS NO THOUGHT
CHOCOLATE ISN’T PART
OF CHRISTMAS FOR ME
Source: 1:1 Qualitative interviews with 7 participants. *Name & photo changed at participant’s request

9. ?
CONSUMER
COMPANY CATEGORY
?
? ?
CULTURE

10. IT’S BEEN A HARD YEAR
AND IT’S ONLY MAY
Source: Sydney Morning Herald (31 March 2020)

11. WHEN IT ROLLS AROUND…
CHRISTMAS SHOPPINGCHRISTMAS LIGHTS
QUEEN’S ADDRESS WORK PARTIES GATHERINGS
HOLIDAY MOVIES & MUSIC

12. THE FINALE TO A
DIFFICULT YEAR
CONSUMER
COMPANY CATEGORY
CULTURE
? ?
?

13. LET’S PLAY CHRISTMAS AD BINGO
GOLDEN SPARKLESMAGIC REALISMFANTASY FEASTSA SPECIAL DAY
LINDT
FERRERO ROCHER
WOOLWORTHS
WOOLWORTHS
LINDT
ALDICOLES
WOOLWORTHS
FERRERO ROCHERIGA
COLES
ALDI

14. REAL FESTIVITIES
LEAD UP AT HOME RELAXING WORK CELEBRATIONS
AFTER DINNER
CHRISTMAS MOVIES
SETTING UP
THE TREE
CHRISTMAS PARTIES
SECRET SANTASCHRISTMAS
DRIVES
LOW-KEY
FAMILY TIME
SHOWING THANKS
GIFTING
TEAMMATES
BEACH/POOL
TIME
CHRISTMAS
CARDS
SMALL
GESTURES
Source: 1:1 Qualitative interviews with 7 participants. Collage association exercise.

15. LEAD UP AT HOME RELAXING WORK CELEBRATIONS
AFTER DINNER
CHRISTMAS MOVIES
SETTING UP
THE TREE
CHRISTMAS PARTIES
SECRET SANTASCHRISTMAS
DRIVES
LOW-KEY
FAMILY TIME
SHOWING THANKS
GIFTING
TEAMMATES
BEACH/POOL
TIME
SMALL
GESTURES
CHRISTMAS
CARDS
GROWTH OPPORTUNITY =
ACQUAINTANCES
CADBURY ALREADY OWNS
CHOCOLATE AT HOME
REAL FESTIVITIES

16. THE FINALE TO A
DIFFICULT YEAR
CONSUMER
COMPANY CATEGORY
CULTURE
BREAK AWAY FROM
CHRISTMAS FANTASY
?
SAY THANKS
TO ACQUAINTANCES

17. MORE GENEROUS THAN WE THINK

18. +GENEROSITY AFFORDABILITY

19. THE FINALE TO A
DIFFICULT YEAR
CONSUMER
COMPANY CATEGORY
CULTURE
SAY THANKS
TO ACQUAINTANCES
A GESTURE ANYONE
CAN AFFORD
BREAK AWAY FROM
CHRISTMAS FANTASY

20. BUT THERE’S ONLY ONE ISSUE…
“Chocolate is a bad gift, it’s
basic and doesn’t have
meaning or show thought”
- SOPHIA
(young mum)

21. SOME GOOD NEWS
“A good gift doesn’t have
to be big as long as it’s
personal and observant”
- JUDY
(empty nester)

22. INSIGHT
People gift chocolate when they don’t know what else
to give someone, but still want to show they’re thinking of them.

23. STRATEGY
Australians who celebrate ChristmasGET
TO
BY
Buy more seasonal Cadbury in the lead up
Making Cadbury a thoughtful gift for people at Christmas by
making chocolate the vehicle for personal gratitude

24. PROPOSITION
GIVE THE GIFT OF GRATITUDE

25. IDEA
THANK YOU CARDS

26. TVC: “Last day of term”
SCRIPT:
We open on a mother and daughter in the chocolate aisle of a modest supermarket. The
girl looks 9 years old and is wearing a public school uniform. We see her pointing to
something unseen on the shelf and saying ‘that one, mum’.
It’s nighttime. At the dinner table, we see the girl finishing a Cadbury Thank You card,
sealing it in a purple envelope with a big lick, and carefully sliding it into her school
backpack.
Fast forward to school pickup the next day. As a swarm of kids rush out the classroom
door, the girl shyly approaches her kind teacher - and older lady.
Quietly, the girl hands over the purple envelope with a box of Cadbury. She speaks:
“Thanks for helping me this year”
The teacher opens the card and smiles warmly.
Alone in the classroom, they share a high-five.
VO/Supers:
This Christmas, say it with Cadbury.
Find our thank you cards and chocolates in store.
End frame:
A glass and a half in everyone.

27. Experiential: “Pay For it With Gratitude”
IDEA:
In the weeks leading up to Christmas, we will have a special Cadbury Mail
Truck visiting popular family destinations such as supermarkets and
shopping centres. Cadbury “Mail” persons will be offering iconic, purple
Cadbury stationary to shoppers, and in exchange for writing a handwritten
‘Thank You’ note to someone special, Cadbury will ship that person a gift
of chocolate on your behalf, at no additional cost.
Mrs. Henderson
2 Allen St
Waterloon, NSW
2017

28. OOH: "THANK YOU LIST”
IDEA
To intercept the Christmas shop, we will use OOH
to get mums thinking about who they need to buy
something small for.
We will appear in the places where mums organise
Christmas, or associated with people on their gift
list - eg:
- Supermarkets
- Shopping centres
- School zones
COPY
Who’s on your thank you list?
[Copy swaps in & out]
- Teachers
- The Postie
- The babysitter
- My teammates
- Soccer coach
- Neighbours
WHO’S ON YOUR
THANK YOU LIST?
BABY SITTER

29. SUPERMARKETS / POINT OF SALE:
Reference visual only, requires design
NOVELTY CHRISTMAS
DISPLAYS
To activate sales in store, we will install novelty
Cadbury displays in select supermarkets in suburbs
that tend to celebrate Christmas.
These displays will showcase Cadbury’s Christmas
range, Thank You Cards & Dairy Milk bars together
- and borrow from the truck design in the
Experiential.

30. PURPOSE
Kids writing cards
to friends at school
Gifts to adult
acquaintances
Celebrate at home /
low key festivities
REFERENCE
VISUAL
PRODUCT
30 mini Santa Freddos +
30 Cadbury greeting cards +
novelty postal sack
Gift-wrapped Dairy Milk minis
+ 1x Cadbury greeting card
Seasonal updates to
existing Cadbury packaging +
Advent calendars
PRODUCT & PACKAGING: CAMPAIGN TIE-INS
To simplify the campaign, and help mums give thoughtful (but no-hassle) gifts at Christmas, we suggest narrowing Cadbury’s
Christmas range to a few hero products, each with a clear purpose for mums.

31. WHY IT WORKS
AN THOUGHTFUL AND
AFFORDABLE GIFT
BREAKS AWAY FROM
THE CATEGORY
STAYS TRUE TO
BRAND PROMISE
Product becomes a novelty
at Christmas, perfect for
small gestures
Stands out from the fantasy
conventions of food advertising
at Christmas
Another chapter in
Cadbury’s narrative; restoring
kindness & generosity
WORKS ACROSS THE FULL
PATH TO PURCHASE
Right message at
the right moments in
shopper journey

32. QUESTIONS?
AWARENESS CONSIDERATION CONVERSION ADVOCACY
- TVC
- Experiential & PR
- OOH
- Store displays
- Store displays
- Product & packaging
- Experiential