Week 4 – Cadbury’s Chocolate, Way to win consumers’ heart.

Cadbury’s is the number one chocolate company in the UK, holds a share of around 30 per cent of the market, ahead of privately owned Mars and Nestle. Cadbury Dairy Milk has more than 100 years of experience and knowledge of how to make chocolate, and needless to say for the most of the frequent chocolate consumers out there, they think Cadbury is extremely gorgeous, always up to the standard and always delivers positive disconfirmation.

Even with the dominance in its market, no company dares to sit around comfortably and not thinking innovatively. Cadbury approached Fallon London, an advertising agency in March 2007, requested the agency to display the message of love, enjoyment, smile through advertisements. In 2007, Cadbury’s commercial “Gorilla” was launched, “Airport Trucks” in 2008 and followed by the famous Cadbury’s “Eyebrows” commercial launched in 2009.

In 2007, Cadbury launched its first commercial, the “Gorilla”.

The element in this advert that I find quite clever is that, it started with a title “A Glass and a Half Full Production presents” and ended with the diary milk chocolate bar. The title at start has a clear indication of which brand’s commercial it is (through the process of evoked set) and at the end of the commercial, it showed the chocolate bar itself, so even though the scene “gorilla playing drums” is not exactly relevant to chocolate, but people will still be able to understand the concept of the advert. Another element is the sense of anticipation. Nobody knows what the gorilla is going to do and how it is going to link up with Cadbury, and so by the time it revealed the gorilla was sitting in a drum kit and started playing it along with the song, it has a positive emotional effect to viewers, consumers then therefore were conditioned with terms such as enjoyment, entertainment with the Cadbury’s chocolate.

In 2008, Cadbury launched its second commercial, the “Airport Trucks”.

Again, it started with a clear indication of what this advert is going to be about and ended with diary milk chocolate bar. It has a sense of chilling, cozy and enjoyment in the “gorilla” advert, but in the other hand the “Airport Trucks” has injected energy, excitement elements into it. Music “Don’t Stop Me Now” featured the advert combined with the scene where the last flight of the day took off from the airport, a sense of “relief / fun after a long stressful day”. The combined element of the music and vehicles raced against each other has created senses of energy, excitement and relief after a long day. Cadbury has conditioned fun, relaxation and excitement with its chocolate bars.

In 2009, the “Eyebrow” was on air as Cadbury’s third and in my opinion the most successful commercial out of the three.

The 60-second “Eyebrow” commercial is about a brother’s and sister’s moment of madness when the camera man walked away to get his phone. By then, the title of “A Glass and a Half Full Production” was extremely iconic and representable after the two consecutive successful commercials in previous years, so when the title fades into the scene, viewers were immediately engaged into the advert. “Don’t Stop the Rock” by electro-funk superstar Freestyle is a ridiculously easy sound track in my opinion to get into your head, this is a successful element of engagement, many mobile users used this particular sound track as their ringtone. Cadbury also get consumers to be involved, Cadbury launched an online campaign called “liveBrow 09” allowing people to record their versions of “Eyebrow” advert. Point of purchase materials were designed to match the commercials which as result has increased the sales and the popularity of the brand.

In conclusion, the commercials were amazing, engaging and very entertaining, however without how successful and gorgeous the image of the Cadbury brand has, not over promising with their products, but has always maintained the quality throughout the century and thus, successful commercials are only add-ons, but the real success comes of a business only happens when the company is efficient and effective at the same time.

Advertisements

7 thoughts on “Week 4 – Cadbury’s Chocolate, Way to win consumers’ heart.

  1. I think what Cadbury is trying hard to do is associate themselves with positive emotions, all of these adverts make you feel happy and it has been shown positve emotions encourage approach behaviour (Cacioppo, Gardener & Berntson, 1999).

  2. I love all the Cadbury’s adverts! I specifically remember the release of the gorilla advert. Every time i heard the phill collins song ‘feel it in the air tonight’ it reminded me of cadbury’s. Although the gorilla and music had essentially nothing to do with chocolate, i had been conditioned to associate music and chocolate bar. Research has shown that the use of music, in particular repetition and rhythm of music is a fantastic way to get customers to remember a brand name. Furthermore these pieces of music inject life, entertainment and enjoyment into an advert. IF a consumer enjoys something and it gives them positive happy emotions, then they are more likely to remember it. Furthermore when they come to consume the product, they are more likely to pick up a brand they associate with happiness, fun and excitement.

    One particular thing i love about Cadbury’s is how they have branched out into new areas of the market. The company created a ‘cadbury’s world’ in London and Birmingham. This is a whole shop dedicated to sharing the love and passion of 100 years of cadbury’s and of course selling their most loved chocolate. This allows customers to feel part of the brand, which builds bonds between the company and the consumer.

  3. Despite the fact Cadbury did a good job of branding within their adverts, I can’t help but feel that you could literally sell anything with these adverts, only with the minor change of the beginning and and, as well as the colour associations.

    Stick Pepsi at the beginning of the gorilla ad, and you probably would have a had a very successful Pepsi ad. The advert seems memorable only because it differs so much from the original branding before the Gorilla advert.

    However, since the end of the advertising campaign, it’s weird to think of Cadbury without their random ads, so this use of imaginative, ‘thinking out-of-the-box’ branding seems to have really worked!

    • I agree withh “can’t help byt feel that you could….” but in my opinion, I don’t i think these adverts will work if the brand hasn’t got the reputation already. You see what I mean?

  4. I am quite excited when I see your blog this week. I love Cadbury’s chocolate, and I just went to visit its chocolate factory in Birmingham two weeks ago. I have to say Cadbury’s chocolate really win my heart. I have seen the gorilla play the drum with my own eyes, and I have to admit that it is not as attractive in reality as in TV. If you just see the gorilla, you will not relate it with Cadbury’s chocolate. I quite agree with your analysis of their commercials. What I want to say is that I really love the music used in these ads. I think they can be the key factor in the success of these commercials. Through these music and the chocolate bar which is targeted as the classic product of the company, consumers can connect Cadbury’s chocolate with a feeling of joy and relaxation. Actually, music has become a major component of consumer marketing, both at the point of purchase and in advertising (Bruner, 1990). As this kind of music brings happiness to us, we may believe that the product will also make us feel good.

  5. I couldn’t help but read your blog when I saw it was on Cadbury’s – I love chocolate! Your blog and the comments are very interesting, and I have to agree with them all. The only associations I have to Cadbury’s during the adverts are the colours – and like someone said above, these adverts could potentially advertise anything. I do think they use popular/classic songs that bring good feelings to those listening and watching so we are conditioned to the product. Mitchell and Olson (2000) explained how attitudes are important in marketing as they are considered to be relatively stable. From the 1960’s Fishbein has tried to describe the theory behind attitudes towards brands and research has suggested that if the consumer has previously purchased that brand they are more likely to in the future. It may be possible that Cadbury do not feel they need to have Cadbury logos everywhere in the adverts because they can condition new customers and old customers will always purchase Cadbury’s.

  6. I really enjoyed these ads! Perhaps it’s my age but who can fail to start air drumming along with In the Air Tonight in the first ad! Zander (2006) found that music can convey information about a brand that words cannot. I think that this ad energizes the viewer and makes you feel elated – just like they hope the chocolate will. The surprise of having the gorilla drumming is a real delight to the viewer. It’s nostalgic and takes you back to when you first heard the song. The airport trucks spot is also interesting because the race happens at the end of a hard work day, it’s dark and unexpected and exciting just the kind of feelings Cadbury’s want you to have when thinking about their chocolate. Treat yourself to something unexpected and a little bit naughty just like the drag race. Again the nostalgic rousing tune builds slowly just like your anticipation of the chocolate bar. But can you really feel like a rebel eating something as ‘normal’ as Dairy Milk? Perhaps these ads infuse just enough excitement back into the brand to encourage new customers to buy it.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s