Cadbury Company Essay

Introduction dairy farm Milk is a daub of milk burnt umber currently manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of various crossings. E precise product in the dairy farm Milk line is make exclusively with milk chocolate. Cadburys Daily Milk has a diverge of different flavours, every last(predicate) equally illustrious nearly the world. This case field of operation relates to the topic of advertize which we studied in class. Cadbury is non only famous for the quality of their product, but also for their advertizement. Since 2007, the involution of birth of a deoxyephedrine and a half full yield, which is Cadburys own indwelling production family, we talk a lot most the chocolate brand because of their advertizing campaign. The aim of this new approach to advertising from Cadburys is not to condense on the chocolate but on the joy and enjoyment, you cuss with eating a chocolate restraint. The ternion most famous campaigns to date are gorillas in 2007, Airport trucks in 2008, and Eyebrows in 2009. All of these advertising campaigns are set in a caper environment with enjoyable music to try to stupefy the great unwasheds attention, excite them and make them feel happy. In this report, we pass on at basic, gauge the objectives and advertising chopine of these terzetto ads. We forget then ex nude the advantages and disadvantages of TV advertising.We will explore the role of viral advertising in these shape of advertising campaigns, before concluding by highlighting merely what do these Cadburys ads so memorable. Q1. View all three Cadbury Dairy Milk tellments on YouTube. Describe and evaluate the advertising platform and the advertising objectives of these three ads. How are all three related? In 2007, Cadburys launched its first advertising campaign from the newly established A glass and a unmatched-half Full Productions. The 90 second advertisement empower gorilla was pre miered during the season finale of Big Br an opposite(prenominal) 2007, with the Phil Collins vocal music In the Air Tonight playing in the mainstayground with a Gorilla playing the drums to the beat of the song. Big Brother would have generated a massive audience and Cadbury planned it perfectly to first launch the Gorilla ad doing the breaks in the Big Brother finale. The campaign itselfhas made appearances on billboards, print newspapers and magazines, television and cinema spots, event sponsorships and an internet presence which just memorializes how successful it was. Keen to urinate on the success of the Gorilla advertisement, A methamphetamine hydrochloride and a half Full Productions released their second production on 29th March 2008.This advertisement verbalises the story of the first ever aerodrome truck race in history, seeing vehicles of all shapes and sizes take to an discharge runway for the race of their lives. Each one of the trucks was pimped to show its un ique character. With ein truththing from go faster stripes to customised wheel trims, the trucks lined up on the scratch line line under a purple sky at gloam and raced to the music of Queens presumet Stop Me right away. This ad wasnt as successful as the Gorilla or Eyebrows ad. In January 2009, Cadbury introduced a new A Glass and a half(prenominal) Full Productions TV advertisement, entitled Eyebrows, which became the 3rd video crapd by the production company. The 60 second advertisement brought to life the story of a cronys and sisters moment of madness when backs are saturnine and they are left to their own devices. The advert opens with two siblings sitting in a traditional photographers studio, waiting to have their enactment taken. When the photographer was called away by a ringing phone the children launched into a choreographed eyebrow dance. The children produced a range of eyebrow dance moves to the sound of tangle witht Stop the Rock by electro-funk superstar, F reestyle.Cadburys main objectives with these three ads were to abide greater brand love and involvement while keeping the gist consumers engaged and to also attract the younger audience to help build the brands profile. They achieved these objectives by creating enjoyable and memorable ads which for example lead to mass trying to copy the Eyebrows ad and posting their videos on YouTube. Since 2007 Cadbury have adopted a new advertising approach which many view as overcritical to two the Cadbury Dairy Milk brand and the company. Cadbury decided not to focus on the chocolate in their advertisements, but instead to focus on fondise the public. This led to the creation of the three memorable advertisements outlined above, Gorilla, Airport Trucks and Eyebrows. All these advertisements incorporated the Cadbury trademark colour purple into the ads and displayed the Cadbury Dairy Milk logo and slogan A Glass and a Half Full of Joy. All the ads embraced the popularity of viral advert ising and employ this genuinely much to their advantage and were ahuge hit on YouTube and on social networking sites. They became a firm favourite among the online community. They told the public nothing about Dairy Milk. Rather than using the chocolate as the main focal point, Cadbury decided to use emotional appeals to attract the publics attention. more in the industry viewed this as a huge risk, but it is one that seems to have worked for Cadbury. These three ads are very similar as they dont focus on the Cadbury bar they focus on entertaining the peach by their use of a gorilla, aerodrome trucks and the two children move their eyebrows. Its not until the end of the ad that the Dairy Milk bar appears in apiece ad. They are all very catchy ads by the use of music in them which have become popular songs once more since the ads were first screened. The use of the colour purple is common in each of the three ads which is Cadburys main colour and is utilize on the bar wrapper. Q2. Cadbury has relied very heavily on TV advertising for its A Glass and a half full Productions advertisements. Comment on the advantages and disadvantages of TV advertising.Without doubt Cadbury has relied heavily on TV advertising for its advertisements, and it is easy to see why. Television is by far the most popular entertainment medium around the world, with the a la mode(p) report from the Television Audience Measurement Ireland (TAM) showing that Irish TV viewers alone watch on average of 3 and a half hours of TV per day. The huge advantage of TV advertising is the full audience it reaches. Television viewers come from all walks of life, from children watching cartoons, to patriarchal retirees, everyone tunes into television at some part of the day. It is clear that TV advertising reaches a lot more peck than other media firings much(prenominal) as radio stations or newspapers. Another big advantage of TV advertising is how it offers the greatest incident for creati ve advertising. It butt convey your message with print, video, audio, still photos, motion, light and graphics, to capture the attention of potential customers. TV ads slew also show and tell people about your product or service and actually show the benefits of ownership. One final advantage of TV advertising is its ability to advertise to targeted audiences. For example children can be reached during cartoon programming, housewivesduring the afternoon soap operas, and people working in the Primary sector such as farmers and fishermen, around the time of the weather forecastHowever, everything, TV advertising also has its disadvantages, with high follows being the primary one. TV ads are very expensive. To make show your ad is memorable, you need a decent make sense of air time, but the longer the air time, the more expensive it is. Also, for a customer to remember the ad, the ad must be aired repeatedly. The down-side to this as a company is, every time the ad is aired, you mu st pay. On top of the expensive air rates, to make a good ad, you will need to hire a team of experts to create the advertisement. To highlight the cost of TV advertising, a May 2011 report by Allbusiness.com anchor that, to produce a quality 30-second national spot in America can cost up to $300,000. A further disadvantage to TV advertising is the difficulty to change your advertisement efficiently and quickly. For example if a company wanted to advertise a new special offer or promotion, a new time slot must be bought. fundamentally you are paying for a new ad, unlike other media outlets such as newspapers or radios where the ad can be edited quickly without fuss. Finally, like we studied in the chapter on advertising, TV ads are becoming increasingly ignored. During ad breaks during their favourite TV shows, people will now often change channels, go out of the room, or simply play on their smartphone, laptop or any other items of technology. Q3. What role did viral advertising p lay in these advertising campaigns?viral advertising is marketing through pre-existing social networking services or other online technologies with the aim of increasing brand awareness and product gross sales with the use of viral processes such as video campaigns. Viral advertising played a vital role in each of the three campaigns created by a Glass and a Half Full Productions. This can be easily seen in their first advertising campaign back in 2007 the famous Gorilla which created a platform for Cadbury Dairy Milk. On the launch night of this campaign the advert of the Gorilla was also uploaded to the social networking site YouTube. In just one night the video was viewed 500,000 generation and overall was viewed 10 million times, thus the advertising campaign went viral and so creating a huge success story for Cadbury Dairy Milk. by viral advertising this advert was able to gain a bigviewing audience and so increasing the market awareness of Dairy Milk. Through viral adverti sing Cadbury Dairy Milks chocolate sales in 2007 increased to 7% this is an increase of 30% compared to other competitors. The following adverts Airport Trucks and Eyebrows followed in the methods of the Gorilla in becoming viral sensations.They became instant favourites on YouTube. Cadbury Dairy Milk grasped the advantages of viral advertising with both hands and through this brought their business to the next level. They hosted online events which the public could get heterogeneous and fall in love with their product through viral entertainment. I believe viral advertising was the key aspect to the success of the advertising campaigns created by a Glass and a Half Full Productions as they were able massively increase their customer base and get the people involved in their product.Q4. All three Cadbury advertisements have nothing to do with chocolate, yet people remember what the advertisements are for. Why is there no actual reference to chocolate in the advertisements? What mak es the advertisements so memorable as Cadbury Dairy Milk advertisements?Cadburys is a name thats been around for the support one hundred and ninety years, dating back to John Cadbury who first opened his shop on Bull Street in Birmingham. We all know the Cadbury brand so well its been around a lot longer than all of us. It is because of this we are so familiar with their trademarks. The A glass and a half symbol was introduced in 1928. The company used this familiar symbol to create their new slogan A Glass and a Half Full Productions which they decided to use for their marketing campaign. coffee has always been associated with joy, chemically speaking chocolate releases serotonin and another feel-good hormone called dopamine. Cadburys know this and therefore decided to tap into this and bring their customers joy in another form, entertainment. Prior to the introduction of A Glass and a Half Cadburys decided upon using purple in 1920. This purple is a identifiable aspect of all three advertisements. The vibrant purple is noticeably the understate to their first creative ad, The Gorilla. Cadburys have put great emphasis on the purple here by using plain act upon such as the black of the gorilla, two white planes also have on the walland the silver of the drums. Similarly in the Eyebrows advert, only plain colours are used as not to distract the viewer from the girls dress.However, in the Airport advertisement great colours are used on all of the trucks in the race. This is an effort to show fun in the ad, the enhanced airport vehicles are an example of Cadburys creativity using unbelievable vehicles for the first ever airport race. Thats fun. The purple in the airport advertisement is subtle but still clearly visible in the sky, this is no accident. As we as consumers are so familiar with the product it is not a necessity to display the functions of the product and what joy it will bring but by using abstract methods of grabbing our attention Cadburys h as found entertaining their customers by using familiar songs like Queens Dont stop me now and Phil Collins In The Air Tonight, to such great success with customers that not only did their advertisements go viral on YouTube but they even put Phil Collins song back into the charts. We as consumers could recognise and appreciate their efforts to bring joy to all viewers.