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.