March saw another great selection of new ads but there can only be one winner of the Colmar Brunton Ad Impact Award and this month it's Cadbury with its latest 'There’s a glass and a half in everyone' spot.
Marketing, advertising & media intelligence
Admittedly, consumers don't always buy sustainable products. But TRA senior consultant Jon Carapiet warns that this doesn't mean businesses get to do whatever they want.
TRA's Colleen Ryan assesses how much damage Cadbury is doing to its brand by closing its Dunedin factory.
In the lead up to Halloween, Cadbury has quirky video that positions humans (or at least their disembodied hands) as the villains. The short clip shows a solitary chocolate block walking through a Halloween-themed world, all the while stalked by a great big human hand. And then, as the hand snatches the block, the clip orchestrates a classic horror film twist ending and shows a host of chocolate blocks watching a film at the big screen.
It’s never been easier for marketers to learn about their audience. All they need to do is go to social media, look at what they’re posting and what’s trending among their target age demographic. Brands have begun travelling to their audience to market to them too, launching social media campaigns, joining Snapchat, Instagram, Pinterest, whatever it may be. But something else we’ve noticed recently is brands going to their audience and essentially asking for advice, crowd-sourcing ideas for products like websites, food, even ads. Here are a few examples from here and abroad.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
We’re sure by now many must be aware of Cadbury’s new fusion with its other product offering, Jaffas, as the new chocolate currently appears to be advertised in every supermarket aisle. And now a new TVC has been released by DDB promoting the chocolate which shows the mixing of the two products, but not in the way you might expect.
Brands are normally seen as the bullies; corporate monsters taking advantage of the little guy. But they aren’t just a logo, a uniform or an ad. They are made up of multiple individuals working in different branches on different levels. And often it’s the people lower down the chain who bear the brunt of angry customers, as any front of house hospo worker or call centre operator or social media manager will know. So in light of the Harmful Digital Communications Bill passing its third reading, and following some recent anger directed at the likes of Nestle, Cadbury, Ticketek and many others, we decided to ask a few New Zealand companies with 'passionate' followers a potentially stupid question: have they ever felt like they've been bullied online?
Hear that? It’s the sound of chocolate lovers nation-wide sharpening their pitchforks after Cadbury announced on its Facebook page that it will be downsizing its family-sized block—again.
Joining the digital and data dots: JustOne is driving success by solving business problems with specialisation
Thank you very much for your e-commerce platform: Cadbury pushes personalised choccies with 'Roses by You' site
Mass production still rules the world when it comes to making things. But the rise of 3D printing is seen by some as the third industrial revolution and the combination of digital data-collection and personalised printing has allowed some creative businesses and agencies to add some uniqueness to their products. Now, just in time for Mother's Day, Cadbury and Young & Shand have embraced that shift and dipped their toes in the e-commerce waters with an online gifting platform called 'Roses by You'.
The Herald on Sunday ran a story over the weekend that detailed All Black Aaron Smith's romantic dalliances. And we couldn't help but notice a strange bit of brand advocacy in among the sordid revelations.
When advertisers and TV people commandeer bus stops, the results are often very entertaining.
After its Willy Wonka-esque Joyville campaign, Cadbury is now on a mission to show how chocolate can improve the lot of those who are being crushed under the weight of day-to-day drudgery, and this passport control officer is powerless to resist the urge to cut some shapes in his workplace.
Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.