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’.
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.
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.
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.
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.
Ah, November. A time of joy, facial hair, commercial oneupmanship and retailers and marketers already trying to grease the wheels of consumerism with their Christmas campaigns. New Zealand doesn’t seem to have been too badly affected by early Christmas fever yet, but the UK is already running a very high temperature, with John Lewis, Cadbury and a few others launching their efforts, many of them long-form.
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.
Whether it be Ches and Dale, the great Crunchie train robbery or John Rowles singing about roofs, many of the country’s most memorable ads feature jingles. Despite their propensity to burn themselves into human brains, they’ve largely gone out of fashion now, but Cadbury and DDB are trying to give the nation another dose of ‘song rash’ by giving a classic Roses ad a modern twist.
Have you got a dream? It’s to go to space, right? Well, Cadbury probably isn’t going to send you there, but it might make one of your slightly less-ambitious dreams come true with its new Cadbury Dreams campaign.
The last time Cadbury made major changes to its blocks in 2009, it decreased the weight from 250g to 200g, added palm oil and reduced the amount of cocoa butter. And we all know what happened there. But general manager of marketing Iaan Buchanan says the company has learned from its mistakes and its latest changes mean consumers now get ten percent more chocolate for the same price on specially marked ‘Extra Joy’ family block packs.
Around 15 percent of Cadbury’s total revenue is thought to come over Easter. So it’s a very important time of year for the Kraft/Mondolez-International-owned chocolate makers. And, judging by the fact that its Easter ad won the March round of Colmar Brunton’s Ad Impact Award, it might even be higher this year.
Lumps and milk don’t generally go too well together. Except when it comes to Primo Pineapple Lumps milk, which is the first of a few planned licensing deals between Kraft/Cadbury and Fonterra Brands over the next couple of years.
As the old idiom goes, bad news travels fast. And, in a world where the ‘corporate fail’ is prime social media—and, increasingly, mainstream media—fodder, spreading the good news is becoming increasingly difficult. So, in an effort to balance the ledger somewhat, TVNZ and BrandWorld set up a new platform called The Extra Mile—almost like the commercial equivalent of One News’ Good Sorts segment—to bring more attention to some of those positive tales. And the inaugural episode was broadcast last night on TV One.
Who’s it for: Cadbury by DBB and Thick as Thieves
Why we like it: A bravura canine performance, a massive purple couch and a few patriotic sporting tingles that Cadbury can bask in the reflected glow of.
Who’s it for: Hell Pizza by Barnes …
Cadbury’s been fairly busy lately. It recently launched a new global campaign out of Saatchi & Saatchi Sydney called Joyville and it has followed up the ” class=”oembed” >”>first spot (hmmm, where have we seen the ‘lots of funny looking people making chocolate in a secretive factory’ thing before?) with a TVC currently running in Australia announcing the arrival of its new ” class=”oembed” >”>Marvellous Creations bar. But, closer to home, as part of its sponsorship of the New Zealand Olympic Team, it has also launched an ad showing its support for the athletes—and the supporters of those athletes.
Pitched as the lighter and more indulgent counterpart to the original Moro, Cadbury’s Moro Gold tackled the dilemma of launching an international product into the marketplace without cannibalising the brand’s existing business. And the hugely successful campaign earned Cadbury the 2007 TVNZ-NZ Marketing Award in the Fast Moving Consumer Goods category.