Cadbury has successfully adapted its marketing strategies to the 21st century by subverting traditional conventions and focusing on entertaining ads that bring joy rather than directly advertising their products. Their iconic 2007 "Gorilla" ad and 2009 "Eyebrow" ad became hugely popular online sensations despite not showing chocolate or people eating it. This postmodern approach helped Cadbury regain popularity after a food safety issue and demonstrated that their ads no longer need to explicitly market chocolate to be effective.
This document provides an overview and analysis of Cadbury Dairy Milk chocolate. It discusses the history of Dairy Milk, from its origins in 1897 to its current global success. Key points covered include the original recipe, advertising strategies over time featuring slogans like "a glass and a half of full cream milk," and Dairy Milk's rivalry with Galaxy chocolate. Market research results are presented showing Dairy Milk is more popular among consumers and has more memorable advertisements than its top competitor.
P&G and Coca-Cola are large multinational consumer goods companies. P&G uses PR strategies like the "Like a Girl" campaign to promote female empowerment and challenge gender stereotypes. The campaign became viral and helped change perceptions of the Always brand. Coca-Cola's "Share a Coke" campaign personalized Coke bottles and cans with popular names, which inspired sharing and emotional connections. It surprised Coke by becoming a popular gift and way for people to connect over geographic distances. Both companies use PR to build relationships with customers and promote social causes.
Advertising Stunts And Ideas Q1|2010|Vol I Ayman Sarhan
This document discusses various marketing and advertising strategies and campaigns. It includes examples of guerrilla marketing stunts, advertising ideas in different channels like outdoor, online/mobile, print, TV and retail. Some key strategies discussed are experiential marketing, buzz marketing, loyalty programs, social media campaigns, product sampling and more. Various real world case studies from different brands are provided as examples.
Fallon is an advertising agency that created a successful print campaign for Cadbury featuring a gorilla drumming to Phil Collins' "In the Air Tonight". The campaign became widely known through TV, print, and online advertisements. Research found most viewers had positive reactions and associated the ad with Cadbury. Potential issues include targeting children, portraying eating chocolate as making one hairy, and copyright of the music, but these were not major concerns. The ad was distributed through TV, including sports broadcasts, billboards, magazines, and online promotions.
Cross cultural communication - marketing gaffesPavan Reddy
CROSS-CULTURAL COMMUNICATION - MARKETING GAFFES, what if big companies miss concentrating on communication when they're launching their products in a new country or continent
The Old Spice advertising campaign is an example of effective brand management by understanding and communicating the brand's core values in an integrated way using traditional and social media. The campaign embraces Old Spice's iconic male identity while updating it for modern times through humorous videos. By engaging consumers across multiple platforms, the campaign has broadened Old Spice's appeal and reinforced what makes it unique in its category.
Here are 3 potential advertising campaign ideas for the Vortex Bar chocolate brand:
1. Magazine Advertisement - A full page ad featuring the Vortex Bar logo in a swirling vortex design against a starry space background. The headline "Get Lost in the Vortex" would appear above an image of the chocolate bar.
2. Social Media Campaign - A series of Instagram and Facebook posts showing the chocolate bar in different cosmic settings (e.g. on the moon, floating in space). Captions would use hashtags like #VortexBar and #OutOfThisWorld.
3. In-Store Display - A 3D cardboard display constructed to look like the interior of a spaceship cockpit. It would feature cut
This document provides an overview and analysis of Cadbury Dairy Milk chocolate. It discusses the history of Dairy Milk, from its origins in 1897 to its current global success. Key points covered include the original recipe, advertising strategies over time featuring slogans like "a glass and a half of full cream milk," and Dairy Milk's rivalry with Galaxy chocolate. Market research results are presented showing Dairy Milk is more popular among consumers and has more memorable advertisements than its top competitor.
P&G and Coca-Cola are large multinational consumer goods companies. P&G uses PR strategies like the "Like a Girl" campaign to promote female empowerment and challenge gender stereotypes. The campaign became viral and helped change perceptions of the Always brand. Coca-Cola's "Share a Coke" campaign personalized Coke bottles and cans with popular names, which inspired sharing and emotional connections. It surprised Coke by becoming a popular gift and way for people to connect over geographic distances. Both companies use PR to build relationships with customers and promote social causes.
Advertising Stunts And Ideas Q1|2010|Vol I Ayman Sarhan
This document discusses various marketing and advertising strategies and campaigns. It includes examples of guerrilla marketing stunts, advertising ideas in different channels like outdoor, online/mobile, print, TV and retail. Some key strategies discussed are experiential marketing, buzz marketing, loyalty programs, social media campaigns, product sampling and more. Various real world case studies from different brands are provided as examples.
Fallon is an advertising agency that created a successful print campaign for Cadbury featuring a gorilla drumming to Phil Collins' "In the Air Tonight". The campaign became widely known through TV, print, and online advertisements. Research found most viewers had positive reactions and associated the ad with Cadbury. Potential issues include targeting children, portraying eating chocolate as making one hairy, and copyright of the music, but these were not major concerns. The ad was distributed through TV, including sports broadcasts, billboards, magazines, and online promotions.
Cross cultural communication - marketing gaffesPavan Reddy
CROSS-CULTURAL COMMUNICATION - MARKETING GAFFES, what if big companies miss concentrating on communication when they're launching their products in a new country or continent
The Old Spice advertising campaign is an example of effective brand management by understanding and communicating the brand's core values in an integrated way using traditional and social media. The campaign embraces Old Spice's iconic male identity while updating it for modern times through humorous videos. By engaging consumers across multiple platforms, the campaign has broadened Old Spice's appeal and reinforced what makes it unique in its category.
Here are 3 potential advertising campaign ideas for the Vortex Bar chocolate brand:
1. Magazine Advertisement - A full page ad featuring the Vortex Bar logo in a swirling vortex design against a starry space background. The headline "Get Lost in the Vortex" would appear above an image of the chocolate bar.
2. Social Media Campaign - A series of Instagram and Facebook posts showing the chocolate bar in different cosmic settings (e.g. on the moon, floating in space). Captions would use hashtags like #VortexBar and #OutOfThisWorld.
3. In-Store Display - A 3D cardboard display constructed to look like the interior of a spaceship cockpit. It would feature cut
Sometimes a single mistake can bring horrendous results to your brand! Get some valuable insights through these worst marketing campaigns and avoid marketing glitches for your brand.
The document discusses Walt Disney Company's expansion into the food industry through its Disney Consumer Products division in response to concerns about childhood obesity. It provides a brief history of the company and outlines its four major business segments. Disney Consumer Products saw an opportunity to develop healthier food products aligned with USDA nutritional guidelines and launched its "Imagination Farms" line in partnership with Kroger supermarkets. While facing competition from Nickelodeon's licensed produce, Disney believes its brand recognition and focus on nutrition positions it for success in improving children's diets.
Advertising world wide stunts 2011 |Q2 Ayman Sarhan
my contribution for creative rights protection and creativity inspiration .. be innovative.. be hungry .. there is a Steve Jobs inside each one of us ... let the mother fucker out
This document provides a list of taglines or slogans used by various brands and organizations over the years. Some of the most famous and influential include: "Got Milk?" by the California Milk Processor Board from 1993; "Just Do It" by Nike, inspired by Gary Gilmore's last words before execution; "Nothing comes between me and my Calvins" by Calvin Klein from 1980 featuring 14-year old Brooke Shields; and "Where's the beef?" by Wendy's. Many classic slogans such as "They're Gr-R-Rreat!" by Kellogg's Frosted Flakes, "Beanz Meanz Heinz" and "Good to the last drop" by Heinz are
The document provides information about Promarket, an Israeli marketing service group, and some of its clients and campaigns. Some key points:
- Promarket was established in 1990 and is fully owned by its CEO and President Yoni Saar. It is the largest marketing service group in Israel.
- Promarket provides consultancy, creative, strategy, and production services. It has approximately 120 permanent employees and an annual turnover of 30 million dollars.
- Promarket's clients include multi-national brands and companies. It has won over 60 prizes for its marketing efforts, including Effie, Promo, CLIO, Globes and more.
The document discusses the crucial role that film directors play in overseeing all aspects of the creative process, from managing budgets and communicating their vision during planning, execution, and post-production to selecting actors, locations, and the final version of the film. It also lists the key responsibilities of a film director, such as reading scripts, directing actors during filming, and maintaining technical skills.
The document discusses various global experiential marketing campaigns from 2012-2013. It provides examples of innovative experiential campaigns for brands like Crabbie's Alcoholic Ginger Beer, Bulla Creamy Classics ice cream, Evian water, Radox shower gel, Electrolux appliances, McDonald's Happy Meals, and LEGO Star Wars toys. The campaigns engaged consumers through interactive experiences at shopping centers, social media competitions, cooking experiences, and a musical LEGO installation.
This document appears to be a portfolio from Hannah Hennessy containing samples of her work from 2014-2015. It includes projects she worked on for the Drake University American Marketing Association including a project called "Project Bulldog". It also includes advertisements and branding projects she created for Diet Coke, Powerade, and an Irish glassware company. The portfolio showcases her graphic design, advertising, and branding work from college.
Task 1 - Forms of Television Advertising =marleylong
This document provides examples of different types of narratives, advertisements, and psychographic audience segments. It includes examples of a realist narrative showing everyday life without dramatization, an anti-realist narrative using surreal ideas and CGI, an animated McDonald's advertisement using a low budget, and an Opel advertisement about texting while driving using emotional appeals. It also describes the psychographic segments of Explorers who seek discovery, Aspirers who are driven by status, and The Resigned who value safety and familiarity.
This advertisement from M&S depicts various people describing delicious M&S food products. Close-up shots of the food are used to showcase its quality. A relaxing soundtrack aims to convey that indulging in M&S products provides relaxation. The ad targets older adults, aiming to attract new customers by emphasizing the inclusive range and quality of M&S food. The call to action is "This is not just food, it's M&S food", suggesting their food is better than competitors.
This is a summary of three Nike advertisements:
1) An advertisement featuring Raheem Sterling who has experienced racism, to empower people to speak up against discrimination.
2) An advertisement with Serena Williams to appeal to female audiences and convey that Nike opposes female discrimination.
3) A 2017 Instagram post featuring Cristiano Ronaldo's journey to success from Madeira to motivate audiences.
Nike uses star power and motivational messages to promote inclusion and oppose discrimination through various advertising platforms.
This document discusses 10 innovative marketing campaigns that used smell to promote brands. Some key examples included a gas station that boosted coffee sales 300% using "scent cannons", a steak-scented billboard that generated national headlines, and Domino's Pizza covering DVDs with thermal ink that released the smell of pizza while watching movies at home. The document suggests that smell can trigger strong emotions and is harder to ignore than other senses, making it an effective marketing tool when used creatively in promotional campaigns.
Maybelline is an American cosmetics brand founded in 1915 by T.L. Williams and currently owned by L'Oreal. It began as an eye makeup product called Lash-Brow-Ine created by Williams based on his sister Mabel's mixture of Vaseline and coal dust to darken her lashes. In 1917, the company released Maybelline Cake Mascara and later expanded into other cosmetics like lipsticks and nail polishes after being acquired by L'Oreal. Maybelline grew in popularity through the 20th century due to innovative products, mass marketing through advertising, and appealing to women of all ages and cultures. It is now a global brand focused on
The document discusses several advertising campaigns for different brands. It proposes using augmented reality to allow people at a bus stop to view themselves sitting on La-Z-Boy couches. It suggests replacing benches with La-Z-Boy couches in subway cars and having a live stream of people's reactions. It also outlines a campaign for Chevrolet Volt targeting parents by having their children encourage them to "take charge" again by purchasing the electric vehicle.
Walt Disney Consumer Products faced criticism for marketing and selling obesity-inducing food products to children. By 2006, Disney was divided into five segments, including Disney Consumer Products which featured popular Disney characters in promotions and toy offerings for fast food restaurants. However, 30% of American children were overweight and 14% were obese due to increased fast food consumption. In response, Disney Consumer Products announced new nutritional guidelines and plans to market healthier food options to children that still incorporated popular Disney characters. The strategies aimed to address criticism while maintaining Disney's reputation for family-friendly magical brands.
The document discusses Maybelline's target market of women ages 18-28 in socioeconomic classes C1 and B. It notes an insight that makeup should be about bringing out one's "inner you" rather than masking oneself. The strategic message is that if consumers want their inner beauty to shine through, they should use Maybelline mascara. The document proposes the tagline "Reveal What's Real" to convey that Maybelline sells inner beauty rather than just physical beauty.
Maybelline is an American makeup brand founded in 1915 by Tom Lyle Williams and currently owned by L'Oreal. It has expanded globally and offers a variety of affordable products targeted towards teens with different packaging options.
Print may be a lot cheaper than the other forms of advertising, but it is still as effective. However, brands need to take a risk and come up with a refreshing point of view.
Disney Consumer Products is launching more nutritious products to address childhood obesity. In 2006, DCP introduced "Disney Nutritional Guidelines" and "Imagination Farm" products that are lower in sugar, contain no trans fats, and promote fiber and calcium. DCP is using three licensing models - traditional licensing, sourcing, and direct-to-retail - to reformulate, shrink portions, and phase out some sugary products while appealing to children's imaginations. This strategy balances addressing obesity concerns with maintaining broad consumer appeal.
Cadbury Dairy Milk chocolate was first produced in the UK in 1905 and became Cadbury's best-selling product by 1914. It contains milk chocolate with a higher proportion of milk than other chocolate bars of the time. Cadbury Dairy Milk has since expanded to include many variants and flavors and is manufactured and distributed under license by Hershey in the US. It remains one of the most popular chocolate bars in the UK and worldwide.
1) Cadbury was founded in 1824 in Birmingham, England by John Cadbury as a grocer's shop selling tea, coffee, and cocoa. It eventually began producing chocolate and grew into a global confectionery company.
2) The company pioneered innovative production and marketing techniques. In 1866, it introduced a new cocoa pressing technique and marketed the resulting Cocoa Essence as "absolutely pure," fueling the company's growth.
3) Cadbury has a long history of innovation in products, marketing, and social welfare. Iconic products include Dairy Milk chocolate, launched in 1905. The company also built the model village of Bournville for its workers.
Cadbury Dairy Milk chocolate was launched in the UK in 1905 and became very popular in India after its introduction in 1948. However, over time its target audience became limited to children. In the 1990s, Cadbury shifted its focus to appeal to both children and adults through campaigns showing the "kid in all of us". This helped boost sales. Later, Cadbury expanded rural distribution and introduced variants to strengthen its brand against growing competition. It also implemented stronger packaging after a 2003 worm infestation issue and hired Amitabh Bachchan as its ambassador to rebuild its image. Cadbury continues working to adapt to new challenges through creative branding.
Sometimes a single mistake can bring horrendous results to your brand! Get some valuable insights through these worst marketing campaigns and avoid marketing glitches for your brand.
The document discusses Walt Disney Company's expansion into the food industry through its Disney Consumer Products division in response to concerns about childhood obesity. It provides a brief history of the company and outlines its four major business segments. Disney Consumer Products saw an opportunity to develop healthier food products aligned with USDA nutritional guidelines and launched its "Imagination Farms" line in partnership with Kroger supermarkets. While facing competition from Nickelodeon's licensed produce, Disney believes its brand recognition and focus on nutrition positions it for success in improving children's diets.
Advertising world wide stunts 2011 |Q2 Ayman Sarhan
my contribution for creative rights protection and creativity inspiration .. be innovative.. be hungry .. there is a Steve Jobs inside each one of us ... let the mother fucker out
This document provides a list of taglines or slogans used by various brands and organizations over the years. Some of the most famous and influential include: "Got Milk?" by the California Milk Processor Board from 1993; "Just Do It" by Nike, inspired by Gary Gilmore's last words before execution; "Nothing comes between me and my Calvins" by Calvin Klein from 1980 featuring 14-year old Brooke Shields; and "Where's the beef?" by Wendy's. Many classic slogans such as "They're Gr-R-Rreat!" by Kellogg's Frosted Flakes, "Beanz Meanz Heinz" and "Good to the last drop" by Heinz are
The document provides information about Promarket, an Israeli marketing service group, and some of its clients and campaigns. Some key points:
- Promarket was established in 1990 and is fully owned by its CEO and President Yoni Saar. It is the largest marketing service group in Israel.
- Promarket provides consultancy, creative, strategy, and production services. It has approximately 120 permanent employees and an annual turnover of 30 million dollars.
- Promarket's clients include multi-national brands and companies. It has won over 60 prizes for its marketing efforts, including Effie, Promo, CLIO, Globes and more.
The document discusses the crucial role that film directors play in overseeing all aspects of the creative process, from managing budgets and communicating their vision during planning, execution, and post-production to selecting actors, locations, and the final version of the film. It also lists the key responsibilities of a film director, such as reading scripts, directing actors during filming, and maintaining technical skills.
The document discusses various global experiential marketing campaigns from 2012-2013. It provides examples of innovative experiential campaigns for brands like Crabbie's Alcoholic Ginger Beer, Bulla Creamy Classics ice cream, Evian water, Radox shower gel, Electrolux appliances, McDonald's Happy Meals, and LEGO Star Wars toys. The campaigns engaged consumers through interactive experiences at shopping centers, social media competitions, cooking experiences, and a musical LEGO installation.
This document appears to be a portfolio from Hannah Hennessy containing samples of her work from 2014-2015. It includes projects she worked on for the Drake University American Marketing Association including a project called "Project Bulldog". It also includes advertisements and branding projects she created for Diet Coke, Powerade, and an Irish glassware company. The portfolio showcases her graphic design, advertising, and branding work from college.
Task 1 - Forms of Television Advertising =marleylong
This document provides examples of different types of narratives, advertisements, and psychographic audience segments. It includes examples of a realist narrative showing everyday life without dramatization, an anti-realist narrative using surreal ideas and CGI, an animated McDonald's advertisement using a low budget, and an Opel advertisement about texting while driving using emotional appeals. It also describes the psychographic segments of Explorers who seek discovery, Aspirers who are driven by status, and The Resigned who value safety and familiarity.
This advertisement from M&S depicts various people describing delicious M&S food products. Close-up shots of the food are used to showcase its quality. A relaxing soundtrack aims to convey that indulging in M&S products provides relaxation. The ad targets older adults, aiming to attract new customers by emphasizing the inclusive range and quality of M&S food. The call to action is "This is not just food, it's M&S food", suggesting their food is better than competitors.
This is a summary of three Nike advertisements:
1) An advertisement featuring Raheem Sterling who has experienced racism, to empower people to speak up against discrimination.
2) An advertisement with Serena Williams to appeal to female audiences and convey that Nike opposes female discrimination.
3) A 2017 Instagram post featuring Cristiano Ronaldo's journey to success from Madeira to motivate audiences.
Nike uses star power and motivational messages to promote inclusion and oppose discrimination through various advertising platforms.
This document discusses 10 innovative marketing campaigns that used smell to promote brands. Some key examples included a gas station that boosted coffee sales 300% using "scent cannons", a steak-scented billboard that generated national headlines, and Domino's Pizza covering DVDs with thermal ink that released the smell of pizza while watching movies at home. The document suggests that smell can trigger strong emotions and is harder to ignore than other senses, making it an effective marketing tool when used creatively in promotional campaigns.
Maybelline is an American cosmetics brand founded in 1915 by T.L. Williams and currently owned by L'Oreal. It began as an eye makeup product called Lash-Brow-Ine created by Williams based on his sister Mabel's mixture of Vaseline and coal dust to darken her lashes. In 1917, the company released Maybelline Cake Mascara and later expanded into other cosmetics like lipsticks and nail polishes after being acquired by L'Oreal. Maybelline grew in popularity through the 20th century due to innovative products, mass marketing through advertising, and appealing to women of all ages and cultures. It is now a global brand focused on
The document discusses several advertising campaigns for different brands. It proposes using augmented reality to allow people at a bus stop to view themselves sitting on La-Z-Boy couches. It suggests replacing benches with La-Z-Boy couches in subway cars and having a live stream of people's reactions. It also outlines a campaign for Chevrolet Volt targeting parents by having their children encourage them to "take charge" again by purchasing the electric vehicle.
Walt Disney Consumer Products faced criticism for marketing and selling obesity-inducing food products to children. By 2006, Disney was divided into five segments, including Disney Consumer Products which featured popular Disney characters in promotions and toy offerings for fast food restaurants. However, 30% of American children were overweight and 14% were obese due to increased fast food consumption. In response, Disney Consumer Products announced new nutritional guidelines and plans to market healthier food options to children that still incorporated popular Disney characters. The strategies aimed to address criticism while maintaining Disney's reputation for family-friendly magical brands.
The document discusses Maybelline's target market of women ages 18-28 in socioeconomic classes C1 and B. It notes an insight that makeup should be about bringing out one's "inner you" rather than masking oneself. The strategic message is that if consumers want their inner beauty to shine through, they should use Maybelline mascara. The document proposes the tagline "Reveal What's Real" to convey that Maybelline sells inner beauty rather than just physical beauty.
Maybelline is an American makeup brand founded in 1915 by Tom Lyle Williams and currently owned by L'Oreal. It has expanded globally and offers a variety of affordable products targeted towards teens with different packaging options.
Print may be a lot cheaper than the other forms of advertising, but it is still as effective. However, brands need to take a risk and come up with a refreshing point of view.
Disney Consumer Products is launching more nutritious products to address childhood obesity. In 2006, DCP introduced "Disney Nutritional Guidelines" and "Imagination Farm" products that are lower in sugar, contain no trans fats, and promote fiber and calcium. DCP is using three licensing models - traditional licensing, sourcing, and direct-to-retail - to reformulate, shrink portions, and phase out some sugary products while appealing to children's imaginations. This strategy balances addressing obesity concerns with maintaining broad consumer appeal.
Cadbury Dairy Milk chocolate was first produced in the UK in 1905 and became Cadbury's best-selling product by 1914. It contains milk chocolate with a higher proportion of milk than other chocolate bars of the time. Cadbury Dairy Milk has since expanded to include many variants and flavors and is manufactured and distributed under license by Hershey in the US. It remains one of the most popular chocolate bars in the UK and worldwide.
1) Cadbury was founded in 1824 in Birmingham, England by John Cadbury as a grocer's shop selling tea, coffee, and cocoa. It eventually began producing chocolate and grew into a global confectionery company.
2) The company pioneered innovative production and marketing techniques. In 1866, it introduced a new cocoa pressing technique and marketed the resulting Cocoa Essence as "absolutely pure," fueling the company's growth.
3) Cadbury has a long history of innovation in products, marketing, and social welfare. Iconic products include Dairy Milk chocolate, launched in 1905. The company also built the model village of Bournville for its workers.
Cadbury Dairy Milk chocolate was launched in the UK in 1905 and became very popular in India after its introduction in 1948. However, over time its target audience became limited to children. In the 1990s, Cadbury shifted its focus to appeal to both children and adults through campaigns showing the "kid in all of us". This helped boost sales. Later, Cadbury expanded rural distribution and introduced variants to strengthen its brand against growing competition. It also implemented stronger packaging after a 2003 worm infestation issue and hired Amitabh Bachchan as its ambassador to rebuild its image. Cadbury continues working to adapt to new challenges through creative branding.
Cadbury is a large confectionery company that produces well-known chocolate brands around the world. They have asked me to create a radio advertisement for their Astros product, which are biscuit-filled chocolate balls that were previously sold in the UK but have since been discontinued. The purpose of the ad is to raise awareness of Astros and bring them back to the UK market. The client has requested that the ad be informative but also humorous, and use either light instrumental music or a band playing in the background.
- The aim of Cadbury's "Eyebrows" advert was to promote their Dairy Milk product and increase brand awareness by using young children doing an eyebrow dance.
- The advert was shown during Celebrity Big Brother and encouraged viral sharing. It achieved over 4 million YouTube views quickly.
- Cadbury's saw a 10% increase in Dairy Milk sales and a 30% rise in annual profits despite being during a recession, showing the campaign was successful. The overall campaign cost Cadbury's £3.7 million but generated an extra £120 million in profits.
Dairy milk advert, research and developing ideaemilyhales123
This document provides information about Cadbury Dairy Milk chocolate, including its history dating back to 1824, advertising strategies used over time, strengths and opportunities for growth, as well as weaknesses and threats. It also describes techniques used in Dairy Milk advertisements such as using children, cinematography, sound, and targeting mainstream audiences. Primary research in the form of a questionnaire is presented along with responses. An idea for a student-created Dairy Milk advert is proposed and feedback on a draft version is summarized before changes are described and a final version is referenced.
Dairy milk advert, research and my idea emilyhales123
This document provides information about Cadbury Dairy Milk chocolate, including its history dating back to 1824, marketing strategies, strengths, opportunities, weaknesses, threats, and rivals. It also discusses advertising techniques used in Dairy Milk ads from 1982 and 2008. Primary research in the form of a questionnaire is presented. The document then outlines the creator's idea for a Dairy Milk advert, showing a draft version and feedback received. Changes are described and the final advert is mentioned.
This document provides an overview of the history and operations of Cadbury, a British confectionary company. Some key points:
- Cadbury was founded in Birmingham, UK in 1824 by John Cadbury as a grocer initially selling cocoa and drinking chocolate.
- It has grown to be the second largest confectionary brand in the world, producing many popular chocolate bars like Dairy Milk and Milk Tray.
- Cadbury uses market research and focuses on mass markets worldwide. Its target audience includes people of all ages.
- The company has been successful due to its quality products, marketing strategies, and expansion to over 200 countries.
if you want to download this file please send me a request to shahans25@gmail.com ,this is a presentation slide of cadbury india ltd... all the pictures and details have been taken out from cadbury website..
Coca-Cola launched its Coke Zero campaign in 2005 to target young adult males. The campaign utilized covert guerrilla strategies and viral videos employing humor. Television ads featured men "ranting" and reinforced the "no downsides" message. The campaign stereotyped masculine ideals and was highly successful, making Coke Zero the most lucrative food/drink launch. Some criticism argued the campaign pandered to gender cliches to promote another diet drink.
5 Examples of Creative Marketing Campaigns by Brands.pdfAdsy
Would you like to get inspired by the top creative marketing campaigns from renowned brands?
We gathered five examples of jaw-drapping campaigns that will help you with ideas and directions you can take to promote your company.
Cadbury has been making chocolate since 1824 when John Cadbury opened a store in Birmingham selling chocolate products. Some key events in Cadbury's history include launching the first Easter egg in 1875 and dairy milk chocolate in 1905. Cadbury is known for using high quality ingredients like cocoa beans and cream to create smooth, creamy milk chocolate. It aims to support cocoa farmers and promotes ethical sourcing. Cadbury dairy milk remains popular today, especially among younger audiences and women. While it competes with other chocolate brands like Galaxy and Mars, Cadbury differentiates itself through its creamy texture and motto of providing "a glass and a half of milk".
This 90 second advert by Cadbury shows a gorilla playing drums along to Phil Collins' "In the Air Tonight" in a music studio. It was produced by Fallon London with a budget of £6.2 million and first aired in 2007. The ad uses humor to appeal to a wide audience in order to promote Cadbury Dairy Milk chocolate. It sends the messages that Cadbury's chocolate will bring joy and happiness and that consumers should be optimistic about the product.
Cadbury's vision is to create brands that people love. Its mission is to provide quality products. Cadbury's major products include chocolate bars, boxed chocolates, gum, snacks, beverages and candy. It has a large market share globally and in various regions. Cadbury uses advertising, in-store displays, and messaging focused on fun and spontaneity to promote its brands. It analyzes competitors and looks for new market opportunities to utilize strategies like market penetration, product development, market development and diversification.
Plan UK ran an interactive outdoor ad campaign in London using facial recognition technology to show different ad content to men and women. The ad aimed to highlight the lack of choices available to women and girls in developing countries.
Coca-Cola launched an interactive digital billboard in Sydney that allowed people to text a friend's name to have it displayed. People could also share the moment on social media.
McDonald's France let people get their photo taken and inserted into a digital poster as part of an interactive campaign promoting inclusion and welcoming customers from all backgrounds.
Coca-Cola in Argentina created paper tweets to bring Twitter to life and support the national football team in the Copa America tournament.
The
Plan UK ran an interactive outdoor ad campaign in London using facial recognition technology to show different ad content to men and women. The ad aimed to highlight the lack of choices available to women and girls in developing countries.
Coca-Cola launched an interactive digital billboard in Sydney that allowed passersby to text a friend's name to have it displayed. People could also share the moment on social media.
McDonald's France gave participants the chance to have their photo taken and inserted into a digital poster as part of an interactive campaign promoting inclusion and diversity.
Coca-Cola in Argentina created paper tweets to bring Twitter to life and support the national football team in the Copa America tournament.
Cadbury Dairy Milk was Cadbury's flagship brand in India with 30% market share of the chocolate market. To target adult consumers, Cadbury launched campaigns like "Real Taste of Life" and "Pappu Paas Ho Gaya" featuring Amitabh Bachchan. Later campaigns like "Shubh Aarambh" and "Meethe Mein Kuch Meetha Ho Jaye" sought to position Dairy Milk as a substitute for traditional Indian sweets. While these campaigns were generally well received, some observers questioned whether Dairy Milk could truly replace entrenched desserts. Over time, Dairy Milk advertisements featured more detailed graphics and innovative creativity across television and social media to engage consumers.
The "Share a Coke" advertising campaign launched by Coca-Cola in 2014 was an immediate success. It was the first time in 10 years that Coke saw an increase in sales. The campaign encouraged people to find their name or a friend's name on Coke bottles in an effort to promote sharing. It targeted all age groups and saw increased consumption during the summer months. The simple message of sharing a Coke with others tapped into emotions and allowed consumers to feel personally connected to the brand. The campaign has continued to be successful in subsequent years and helped Coca-Cola rise from a period of declining marketing and sales.
The "Share a Coke" advertising campaign launched by Coca-Cola in 2014 was an immediate success. It was the first time in 10 years that Coke saw an increase in sales. The campaign encouraged people to find their name or a friend's name on Coke bottles in an effort to promote sharing. It targeted all age groups and saw increased consumption during the summer months. The simple message of sharing a Coke with others tapped into emotions and allowed consumers to feel personally connected to the brand. The campaign continued to be effective in subsequent years and helped Coca-Cola rise from a period of declining marketing success.
The Cadbury gorilla advertisement from 2007 was broadcast on national television and online. It used surreal humor, featuring a gorilla playing the drums to promote Cadbury chocolate in a memorable way. The advertisement aimed to widen Cadbury's audience by making people laugh and showing their brand has personality. It created significant buzz on social media and blogs by taking an unexpected approach compared to other typical chocolate ads. The surreal moment and emotional connection to the audience helped promote Cadbury in a fun, interactive way.
1. Mest 4: Critical Investigation By Reena Somal
Drumming gorillas raising eyebrows?!
How have Cadbury’s adapted their marketing
strategies to the 21st
Century?
Chocolate is truly irresistible. A naughty treat we can indulge in from
time to time. This was the approach taken by the now iconic Cadbury’s Flake
adverts of the 1970’s and 80’s which depicted women indulging in this little
weakness in secret. So why in 2007 did Cadbury decide to abandon all
reference to this or even to the product itself and opt instead for a gorilla
drumming along to a Phil Collins track?
In 1897, at its first launch, Cadbury’s was the only English chocolate
brand with milk in its recipe. From this nutritional fact, the brand has built an
identity around the slogan "A glass and a half of full cream milk in every half
pound" and the logo of the two glasses pouring milk into the chocolate. The
classic Cadbury ads have illustrated how the chocolate is made in the
recognisable Bourneville factory setting and other chocolate brands soon
followed in this marketing strategy of advertising how their product is made.
Then the classic convention of Cadbury’s ads including females indulging in
secret arrived. The memorable Cadburys Dairy Milk advert in 1982 consisted
of varied shots of the bar itself along with a close up shot of a female eating
the chocolate. The inclusion of a female indulging links in with Cadbury’s
approach of temptation and sensuality. The classic Cadburys Flake advert in
1982 also illustrates the ideology of chocolate being desired by females. The
Cadburys Twirl ad in 1990 is similar when using personal anecdotal
experiences for the audience to relate to. It portrayed the encounter between
a male and female meeting and instantly falling in love emphasised by the
romantic slow music which is incorporated. This links in with the idea of the
chocolate bar Twirl being a sensual chocolate. However in the media
saturated world of the 21st
Century with ever more companies and brands
trying to influence an ever more sophisticated and media literate public, I will
be exploring the new and innovative approach taken by Cadburys in the
marketing of their traditional and long established products. For my linked
product I intend to create a TV ad inspired by Cadbury’s post-modernist
approach.
The Cadburys Gorilla advert of 2007 provoked a huge response as
Deborah Sherwood from The Sunday Mirror observed:
“The groovy gorilla has inspired more than 70 groups on the social
networking website Facebook and 220 postings on the video sharing site
YouTube. In all, the ad has had six million hits on the internet.”
This advert has proved hugely popular and was no one-hit wonder; the
eyebrow advert swiftly followed ranking up more than four million views in its
first three weeks. On 19th
September 2009, the Cadbury’s Ghana ad was
launched which featured local communities, farmers and Ghanaian dancers;
2. suggesting how Cadburys is a well established company that is respected
worldwide. It reinforces the Fair-trade Cocoa industry in Ghana where
Cadburys celebrates all things Ghanaian: its people, rappers, dancers,
cultural figures and of course, its cocoa beans. Another point to consider is
whether the recent take-over of the quintessentially British brand by U.S food
giants Kraft, has resulted in Cadbury’s having to rethink how they sell their
chocolate to a global market.
The Gorilla advert launched on the 31st August 2007 achieves what is
rather difficult in this multi-platform media savvy world – namely creating a
unique and much talked about advert. The focus of a gorilla playing the drums
really proved to be something different and engaging that got Cadburys to
stand out from the conventional chocolate adverts. It stayed clear of usual
conventions such as how chocolate is made or focusing on people eating the
product. Dr. Julian McDougall, a reader in Media Education observed:
‘It’s deliberately moving away from any sense of an advertisement
having to represent the product in any way, shape and form. It’s purely
symbolic. There is no interest paid by the makers of the advert in
representation of anything tangible around chocolate.’
The bizarreness of the advert is what makes it visually interesting and
entertaining for the audience; in particular the primary audience of children.
The advert thrives on ambiguity; the first shot begins with the close-up
face shots of the gorilla which creates a sense of uniqueness. This is then
carried through with the realness of the gorilla in such a normal environment.
The first time you see the advert, you automatically assume this is for a
wildlife programme. As the camera slowly zooms away from the gorilla we are
given a mid-shot of the gorilla sitting behind a set of drums in a very human
way. This is not a normal situation; it gives a surreal feeling which is very
memorable. By presenting the audience with something that has nothing to do
with chocolate, it reinforces the company’s fresh new image and the moral
value they are trying to portray.
The only relevance to Cadburys in the ad is having the gorilla
surrounded by the traditional colour of purple; which shows the strength of the
brand. This is significant in establishing how powerful Cadburys are in that the
audience are now able to link this trademark colour with the chocolate brand. I
believe Cadburys wants to put across the message of the feeling of
‘sensation’ you get when waiting to eat the chocolate; which the lyrics of the
song ‘Something in the Air Tonight’ by Phil Collins achieves. The fact this
song was first released in 1981 also links in with attracting an older audience
through nostalgia.
The Gorilla ad was broadcast during the ‘Big Brother 8’ final, where it
ran with a sponsorship of the Rugby World Cup. This clever effective idea
could be seen as the Gorilla being a mascot for the team during advert
breaks. It was seen by 84% of the UK’s adult population an average of 10
times.1 The reason behind the most successful and talked about campaigns
of the year and the decision to make such a departure from the more
traditional campaigns could have been promoted by Cadbury’s salmonella
scare. The brand went through a salmonella crisis in August 2006 which
ended up with a 5% decline in sales and a damaged image. However,
3. Cadbury’s regained its popular image a year later with the new post modernist
advertising of the Gorilla advert. This chart below shows Cadburys revenue
growth in 2007 after the Gorilla advert.
Chart 2: Cadbury Confectionery Revenue Growth
Following on from the success of the gorilla advert, the Eyebrow advert
aired in January 2009. The inclusion of children is significant in targeting the
primary audience of children. On the 26th
February 2009, an article from The
Sun by Steve Hawkes claimed:
“Cadbury profits soar in credit crunchie. The revival has been helped
by quirky ads featuring a drumming gorilla and kids with dancing eyebrows.”
The idea of this advert links in with uses and gratifications theory in
keeping the primary audience of children entertained as well as them
attempting to emulate this ‘eyebrow dance.’ It gained millions of fans and a
host of tributes including one featuring singer Lily Allen and comedian Alan
Carr and a comic relief spook. On 29th
July, the success of the eyebrow advert
led Cadburys to an increase in revenue by 13% to £2.8 billion for the first half
of the financial year 2009.
The eyebrow advert links in with the idea of ambiguity and the fact it
portrays the message of expecting the unexpected in a normal, sedate
situation. The iconic slogan ‘Glass and a half full’ and purple backdrop is
established within the first few seconds of the advert. This links in with the
audience preparing themselves to see the company’s latest chocolate. We
see a mid-shot of two siblings waiting to have a family photo taken with the
effect of dull, grey lighting in the background. This is brightened only by the
young girl who is wearing a distinctive purple dress. The effective marketing
strategy of the colour purple represents the brand colour of Cadbury. A
computerised version of ‘Don’t Stop The Rock’ by Freestyle Express plays
through the boys watch which is an 80’s electro pop tune that is completely
out of sync with the rest of the advert. With the help of computer trickery we
then see the eyebrows of the two children perform an impressive if impossible
“dance” in time to the music. Overall, it creates an entertaining advertisement
that people will want to talk about.
From looking at the Gorilla and the Eyebrow advert, I can identify many
similarities in their marketing strategies. The fact that both adverts consist of
shooting in a simple studio reinforces the simplicity of the advert. The camera
angles are limited by only concentrating on one scene, however Cadburys
advert responds to this by consisting of varied low angled shots to high angled
and close up shots. This is effective in keeping the audience interested when
4. filming something engaging yet unusual. These two hugely successful adverts
can clearly be seen as examples of post modernism. In the very early days of
advertising (the first Dairy Milk advert appeared in 1905) Cadbury led the way
in attempting to create an identity for their products and therefore convince
the public to trust in the brand. Throughout the 20th
Century Cadbury are seen
to move with the times to incorporate various trends in advertising be that
humour, celebrity or sexuality. However the Gorilla ad of 2007 could be seen
as breaking away from convention and taking a radical post modernism
approach.
In today’s media saturated world, advertising is crucial. Advertising has
many unwritten rules and conventions for an industry that prides itself on its
out-of-the-box thinking. On the 14th
May 2007, Alex Benady from The
Independent highlighted what he saw as some of the clichés of TV
advertising;
“Cars must be shown speeding round hairpin bends. Hair care
commercials are apparently obliged to feature a dodgy science sequence and
there seems to be some law which says that banks have to be youthful,
honest and in touch.”
These stereotypical views are presented in the media today that
adverts should be like this for these certain products. However, because
Cadburys are such a well established and respected brand, they felt able to
take the risk to launch a campaign in which the actual product is never seen
or mentioned – and the risk paid off. By ignoring the product, it goes against
the choice of clichés associated with chocolate advertising. Cadbury’s post-
modernist ads stay clear of conventional chocolate ads that make us drool in
anticipation of its ineffable deliciousness or inspire us with the sight of happy
people eating the product to enhance their perfect lives. In fact the new
marketing strategy taken upon Cadburys allows the audience to be
entertained and show the viewers joy. On 14th
May 2007 from The
Independent, Laurence Green, planning director of Fallon, the advertising
agency behind the ad observed that:
“People don’t want advertisers droning on and on about their products
any more; they want to be entertained.”
The Gorilla and Eyebrows advert effectively links in with the
entertainment factor. Cadbury’s identifies its humorous side through unusual
shots and this has been carried through the rest of their post-modernist
adverts. For example the Ghana ad in 2009 shows a close up shot of a middle
aged man roaring like a tiger with the sound effect in the background. It could
be said that Cadburys advertising is similar to a short-form of comedy similar
to those funny clips you find on YouTube. By illustrating an unusual yet
memorable advert, this enables the audience to spread the word through viral
marketing.
Not only do Cadburys allow the audience to be entertained through
their post-modernist approach but Cadburys illustrates the effective marketing
strategy of showing the viewers’ joy. The hidden message of the glass and a
half strap line reinforces how chocolate is all about joy and pleasure.
5. Laurence Green, planning director of Fallon, the advertising agency behind
the ad explains:
“Cadburys has told us that it was generous, through the glass and a
half strap line. We thought, don’t tell us how generous you are; show us.
Don’t tell us about joy; show us joy.”
Therefore in this new approach, almost anything can be inserted into
the Cadburys ad as long as it is entertaining and brings joy.
Previously mentioned in my introduction is the fact that this new
approach could be due to the fact that Cadburys have recently been taken
over by US company Kraft on the 19th
January 2010. This is significant to see
if any differences appear in their marketing strategies. Through my wider
reading, I have come across many articles relating to the Cadbury take-over,
all of which have resulted in several boycotts of all Kraft related products. The
reason behind this take-over is due to Kraft believing that their deal and
increased bid worth up to £11.7 billion would create a "global confectionery
leader". It has offered Cadburys the ‘leading position in developing markets
including Brazil, Russia, India, China and Mexico.’3. This worldwide appeal
attracts everyone in the world due to the image of the advert. The fact there is
no mention of dialogue or even language in the ad reflects the ideology of
Cadburys wanting to appeal to audiences globally. The Gorilla and the
Eyebrow ads are examples which reinforce the limited use of language
included to attract audiences of different nationalities worldwide.
Leading on from the Cadbury-Kraft take-over, Cadbury’s has adapted
its marketing strategies by organizing a national network of games including
Spots v Stripes. With the London 2012 Olympic and Paralympics Games soon
starting, this game will encourage audiences to participate and play together.
It gives the opportunity to help build stronger communities by improving local
areas through physical and social regeneration. This fresh new approach
taken upon Cadburys is an effective marketing strategy to illustrate their
regained image from the Cadbury-Kraft take-over and how they are adapting
to move with the times in the 21st
Century today. It reinforces how Cadburys
are able to continue as a strong company and still apply their post-modernist
marketing strategies to their ads to bring joy and entertain.
To conclude, Cadburys have successfully adapted their marketing
strategies to the 21st
Century. This can be seen through subverting the
traditional conventions of advertising to engage and sustain the interest of the
viewer with the fresh take on the Cadburys brand identity. Although Cadbury
took on a big risk by essentially ignoring the product, this risk paid off in the
long run from the success of the Gorilla and Eyebrows ad. Therefore,
Cadburys have shown over the years that they are not scared of innovating
when it comes to their approach to marketing. Essentially, Cadburys have
demonstrated that their approach to post-modernist ads effectively works.
They no longer need to show chocolate or people eating chocolate or even
mention the C word once in their ads; just as long as it is entertaining and
brings joy. This is why for my linked product, my trailer illustrates the engaging
and entertaining ad of people having fun and enjoying themselves through
dance.
6. Bibliography
Source Title Author Description Date of
Publication
http://www.youtube.com/watc
h?v=vifZ0q7HqrM
Cadburys Flake
Advert
1982
http://www.youtube.com/wa
tch?v=pUyln1qpj6E
Cadburys Dairy Milk
Advert
1982
http://www.youtube.com/watc
h?v=WM-WrteuL24
Cadburys Twirl
Advert
1990
http://www.youtube.com/watc
h?
v=TVblWq3tDwY&feature=rel
ated
Cadbury Eyebrow
Advert
'Don't Stop the
Rock' by Freestyle
23.01.2009
http://www.youtube.com/watc
h?v=2ktLtvinZBs
Cadbury Fair-Trade
Ghana advert
Zingolo ft.Tinny 19.09.2009
http://www.youtube.com/watc
h?v=_wGbjyrclbs
Cadbury Gorilla
Advert
Phil Collins – ‘In the
air tonight’
10.12.2009
http://news.bbc.co.uk/1/hi/busi
ness/8467007.stm
BBC News BBC business
editor Robert
Peston
“Cadbury agrees
Kraft Takeover bid”
19.01.2010
http://www.mirror.co.uk/news/t
op-stories/2010/01/19/kraft-
finalising-takeover-deal-for-
cadbury-115875-21978399/
Mirror News Ann Gripper “Kraft finalising
takeover deal for
Cadbury”
19.01.2010
http://www.cadbury.co.uk/cad
buryandchocolate/ourstory/Pa
ges/ourstoryFlash.aspx#/1981
_present/packaging/2007_pur
ple_goes_green
Cadbury’s story “Purple goes green
initiative”
July 2007
http://news.bbc.co.uk/1/hi/511
2470.stm
BBC News “Cadbury
Salmonella scare
probed”
24.06.2009
http://www.investis.com/cadb
ury_ir/docs/2007_annual_rep
ort.pdf
Cadbury Schweppes
annual report &
accounts
Chart 2: Cadbury
Confectionery
Revenue Growth
2007
http://www.investis.com/cadb
ury_ir/report/ar_2008.pdf
Cadbury annual
report & accounts
“Focused on
performance”
2008
http://www.mirror.co.uk/sunda
y-mirror/2007/10/21/revealed-
the-gorilla-ad-man-98487-
The Sun Deborah Sherwood “The Gorilla Ad
Man”
21.10.2007
7. 19984483/
http://www.thesun.co.uk/sol/h
omepage/news/money/city/art
icle2277350.ece
The Sun Steve Hawkes “Cadbury profits
soar in credit
crunchie”
26.02.2009
http://www.spotsvstripes.com/
community.aspx
Cadbury Spots Vs.
Stripes
London 2012 & The
Olympics
October 2010
http://www.independent.co.uk/
news/media/advertising-spot-
the-link-between-a-gorilla-
and-chocolate-448699.html
The Independent Alex Benady “Advertising: Spot
the link between a
gorilla and
chocolate”
14.05.2007
http://www.guardian.co.uk/bus
iness/2008/feb/20/cadburysch
weppesbusiness.fooddrinks
The Guardian Simon Bowers “Much aped
chocolate advert
scores with public”
20.02.2008
Media Magazine Dr.Julian
McDougall, Reader
in Media Education
& A Level Examiner
“Postmodernism 2
– The Cadbury Ad”
October 2009