Cadbury took the win in the March round of Colmar Brunton’s Ad Impact Award with its animated, bicycling easter bunny. And it’s added another trophy to its cabinet with the launch ad for Mini Drops taking September’s title.
- Check out the ad here.
In the spirit of Cadbury’s Joyville brand platform, Cadbury created a TVC depicting the playful nature of how new Cadbury Mini Drops are made in a miniature fun factory (Newcastle Brown Ale’s ‘No Bollocks’ campaign takes a slightly different approach, saying ‘hand-crafting was a nightmare, so now we hand-craft the same delicious beer in huge, giant machines‘).
The second ad, which was created by Publicis Mojo Sydney and shot by Exit Films, features the retro ‘80s hit song ‘Pump up the Volume’, which, along with the bright product pieces, is designed to appeal to the younger 14-24-year-old target audience. And Mondelez New Zealand’s Donna Lawgun says the campaign has been well received by both retail partners and consumers and shows the power of a catchy tune.
Colmar Brunton’s account director Harriet Dixon says it’s good all-round ad that performs well on the three key measures of successful advertising: impact, branding and persuasion.
“The happiness of Cadbury’s Joyville shines through in this ad, with the distinctive action of the Mini Drops machine and great choice of music capturing the viewer’s attention,” she says. “There is no doubt about who this ad is for, with the distinctive ‘purpleness’ of Cadbury covering the screen. The colour purple is a well-earned branding device for Cadbury and with years of consistent use it continues to bring them great branding scores. The release of a new product and delivering this message in a creative and engaging way is paramount to enticing people to want to try it, and this ad ticks those boxes and delivers a good Persuasion Index score.”