Cadbury campaign pitch presentation (naked idea agency)
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Received video criticism from
ABC consumer regarding the
actions of Cadbury who
originally been reduced from
250gms to 200gms, only to
increase the blocks by 10
percent to 220gms in Joyville
Related Link :
Cadbury make an explanation to consumers by replying
the video complaint with good-humoured response video
advertisement to cover the issue. By this, they can tackle
the issues head on with confidence and integrity. Because
of our second target audience is adult, humour can be
extremely effective advertising technique to ease tension
situation and reduce the dissatisfaction of consumers.
Media channel such as Internet because it has a high
ability to reach the chosen target audiences. Besides,
Internet marketing has proven to provide a clear cut
communication between the customers and Cadbury.
Cadbury decided to moves away from Joyville
concept and come out with lip-sync concept. It
did not well connecting with the theme of
Joyville brand platform where it all based on
mystical world and joyful journey to magical
land. These different ideas had made the
customers confuse with the original of Joyville
SOLUTION: Focus on one campaign only before trying to introduce a new
idea that can shadow the magical and fantasy land which is Joyville theme.
Meanwhile lip-sync concept has diverted their focus target audience on
young children whom desire for chocolate is greater compared to adult.
Since Cadbury has already use fantasy in their campaigns, they can maintain
the theme in their new commercial advertisement but still maintain using
celebrity endorsers where they attract buyers with physical attractiveness .
COMMUNICATION TOOL: Media channel such as television has the high
ability to reach a huge amount of main target audience which is children
where in Australian, there are 14.5 million watch free-to-air(FTA) television
each day. Moreover, products advertised on television can be presented
dramatically and made to appear more exciting and attractive then they
Cadbury had been using too much traditional broadcast media that is
television advertising in their marketing strategy even thought television
industry in Australia is the most favourable marketing tool in broadcasting
media. Cadbury should consider the introduction of personal recording
devices (PVRs) that allowed viewers to skip advertisements.
Button to skip
• Make more ‘out-of-home’ advertising in future such as billboard
advertisement on the train, media electronic on public vehicles,
bus shelter advertisement and blow-up advertisement at any
outdoor event to create excitement to the main target market
which is children and also adults. Over 70% of purchase
decision are made in store. More specifically, children have a
greater influence to their parent’s decision buying thus. This will
increase the Cadbury image in the public places.
• Outdoor advertising provides broad coverage and
targeted market reach. Nowadays, outdoor
marketing technology has provided the opportunity
to develop creative eye-catching message. Plus, this
is the most visible media exposed to everyone who
goes outside of the home.
SUMMARY (GENERAL RECOMMENDATION FOR
• Research can be conduct to collect data and information to make sure Cadbury
had fulfil consumers needs and wants. By this Cadbury can provide the best
services and goods that consumers been expected from them.
• Most of the commercial in Joyville campaign have been targeted at children as
their potential buyers. However, by still using this “joy” campaign, Cadbury can
produce new commercial but expand the target market to adults. By this
Cadbury can have larger potential buyers.
• Cadbury had always choose TV commercial to represent their products and
campaign. Cadbury can wide their options in tool marketing to make sure the
message is fully received by the customers. We believe that creative out-of-
home advertising also can be good ways to increase their sales at the same time
attract the potential buyers to the products.