Did Cadbury’s campaign work in their favour?

Over the past 5 blog posts we have delved into the world of Cadbury to analyse their latest campaign, ‘what flavour do you favour?’ With the aim of achieving social conversation about the nation’s flavour preferences and “unlocking the joy of trying something different” I believe it is safe to say that Cadbury has managed to achieve this through their campaign.

I believe that not only has it become a success in most likely profitability (unfortunately due to the campaign still being carried out, statistics regarding profitability of the company haven’t been released) but has also successfully engaged current and prospective consumers and introduced consumers to new and exciting flavours of the Dairy Milk range. Through the launch of their campaign, Cadbury has implemented a number of touch points into their campaign, engaging a vast customer base. Steve Chantry, head of marketing said, “our campaign will invite everyone on a journey to see, share and participate in the wonderful world of Cadbury Dairy Milk, introducing the true breadth and depth of all flavours in the range”.

The campaign not only generated excitement for consumers but also had PR around the country singing Cadbury’s praises about their latest campaign, therefore enhancing the effectiveness of the campaign further.

It can be said that through the effective integration of multiple mediums into their campaign, Cadbury has the ability to develop on their campaign further, whether it be expanding on their product range or creating a whole new campaign concept, Cadbury has the ability to achieve greatness.

 

B&T, (2014). Celebrate your favourite flavour – B&T. [online] Available at: http://www.bandt.com.au/marketing/Celebrate-your-favourite-flavour-with-Cadbury [Accessed 9 Jul. 2014].

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Integrating marketing mediums together…the Cadbury way

The sole purpose of this campaign was to show consumers that there is a flavour of chocolate bar for everyone. Through the implementation of a variety of mediums including television, sales promotion, social media, experiential and outdoor Cadbury has managed to engage their audience with their fun and quirky ads.

To start with, the television ad initiated the interest in the market, which then flowed through in the rest of the campaign with outdoor, sales promotion, interaction online, and experiential activations all generating additional interest. All 5 mediums are integrated into each other:

  • Their television ads referring back to their social media page, with the end board including “join the flavour conversation” with the link to their Facebook page.
  • Their social media page includes information about their experiential campaign, “attention all Cadbury Dairy Milk flavour fans. If you’re passing by Customs House, Circular Quay tomorrow between 10am – 6pm, be sure to stop by and have your true chocolate flavour match revealed by our Cadbury Joy Generator!” therefore encouraging consumers to visit the Joy Generator and “join the flavour conversation”
  • Their experiential campaign also ran at the same time as the sales promotion, therefore enhancing the likelihood of participants of the Joy Generator purchasing a chocolate bar due to the discount.
  • Their outdoor medium also includes references to their campaign and a link to their Facebook account.

Through the implementation of Facebook into the Joy Generator activation, participants are most likely going to ‘like’ Cadbury Dairy Milk on Facebook, therefore adding extra momentum and followers to their campaign and Facebook account.

Overall, I believe that the integration of all of mediums into each other has been executed efficiently but also effectively, further enhancing the success of their campaign overall.

 

Facebook, (2014). Cadbury Dairy Milk. [online] Available at: https://www.facebook.com/CadburyDairyMilkAustralia?hc_location=timeline [Accessed 6 Jul. 2014].

How does Cadbury ensure their campaign is effective?

When implementing a marketing campaign it is essential that the campaign is effective and successfully gets the message across to the consumer. As discussed in previous posts, Cadbury have integrated a number of marketing mediums in order to deliver the message to their extensive audience. Consideration has been taken to ensure that their campaign attracts attention, interest, desire and causes viewers to commit an action, such as buying their products, in turn taking into consideration the AIDA model.

The AIDA model helps marketing departments develop effective communication strategies and communication with customers in a way that better responds to their needs and desires. See below an analysis on how Cadbury’s campaign has followed the AIDA theory:

  • Attention – through the creation of the Cadbury dominoes television ad, attention is attracted as the concept is fun and exciting and may be something that consumers may wish to do themselves. Through this unique concept consumers are highly likely to remember the ad, ideally remembering the products being advertised as well.
  • Interest – through the discount sales promotions seen in both Woolworths and Coles, interest is created as consumers may see the sales promotion as an opportunity to try one of the new products available to them.
  • Desire – Cadbury’s social media campaign convinces consumers that they want the product through the inclusion of recipes using Cadbury Dairy Milk blocks which would appeal to any chocolate lover!
  • Action – the inclusion of the “Cadbury Joy Generator” experiential aspect of their campaign calls on consumers to take action and participate in the activity in order to understand what flavour they are most suited to. The end board used in both television advertisement offers customers to “join flavour conversation” on Facebook.

 

Boundless, (2014). AIDA Model – Introduction to Integrated Marketing Communications. [online] Available at: https://www.boundless.com/marketing/integrated-marketing-communication/introduction-to-integrated-marketing-communications/aida-model/ [Accessed 4 Jul. 2014].

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The social and experiential aspects of a Cadbury sales promotion

In order for an IMC to be effective a number of marketing mediums must be utilised effectively in order to deliver the message to an extensive audience. As previously discussed, Cadbury has integrated a number of mediums including television, outdoor, sales promotion, experiential and social media.

Cadbury has used 2 variations of sales promotion, both in-store sales promotion and printed sale promotion in Woolworths and Coles weekly sale pamphlets. Promotions in both the weekly sales pamphlets and in-store have been offering customers the opportunity to purchase the Cadbury Dairy Milk blocks for a reduced price. This form of marketing can be seen as an incentive for customers, especially those who wish to try a new flavour but are unsure of spending their money on it. See below a variety of photos showing both the in-store promotions and the Woolworths and Coles sale pamphlets.

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Point of Sale promotion at  the checkout

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Promotional offer on all Cadbury Dairy Milk bars in store

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Promotional offer on all Cadbury Dairy Milk bars in store

 

 

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Woolworths weekly pamphlet advertisement

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Coles weekly pamphlet advertisement

Social media is such a widespread marketing medium, so much so that many businesses place details about their products, services or offers, on social media. Cadbury has been a business to embrace this medium and has used it to promote their products in many different ways, such as through recipes that use their products, promoting their experiential campaigns that were coming up and through building momentum with their followers with questions that prompt them to answer the question “what flavour do you favour?” With over 9.4 million likes on their Facebook page ‘Cadbury Dairy Milk’, it would have been a missed opportunity for them not to utilise and promote to the huge amount of followers. See below a series of images that have been screen-shotted from their Facebook page.

Facebook post offering followers a recipe to try with their peppermint chocolate bar

Facebook post offering followers a recipe to try with their peppermint chocolate bar

Facebook post regarding their experiential campaign the Cadbury Joy Generator

Facebook post regarding their experiential campaign the Cadbury Joy Generator

Facebook post referencing their experiential campaign of unlocking the flavour favours of participants

Facebook post referencing their experiential campaign of unlocking the flavour favours of participant

Facebook post asking followers to participate in their campaign and advise what flavour they favour the most

The fifth and final marketing medium that Cadbury use within their campaign is experiential marketing. Experiential marketing is a “form of advertising that focuses primarily on helping consumers experience a brand” (Creative Guerilla Marketing, 2013). Cadbury is a prime example of a business that used experiential marketing, as their recent campaign saw ‘the Cadbury Joy Generator’ come to the streets of Sydney to allow members of the general public to discover their Cadbury Dairy Milk flavour match. This activation was carried out for 2 days in Sydney and was deemed a success by Cadbury as many people participated in the activation and therefore the message about the various flavours of Cadbury Dairy Milk bars was expressed.

The Cadbury Joy Generator in action

The Cadbury Joy Generator in action

Facebook, (2014). Cadbury Dairy Milk. [online] Available at: https://www.facebook.com/CadburyDairyMilkAustralia?hc_location=timeline [Accessed 1 Jul. 2014].

Marketing, A. (2013). Experiential 101: What is Experiential Marketing?. [online] Creative Guerrilla Marketing. Available at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/experiential-101-experiential-marketing/ [Accessed 29 Jun. 2014].

Wilson, S. and Southcott, C. (2014). Cadbury’s Joy Generator: We came for joy and all we got was this lousy block of chocolate – TechGeek. [online] TechGeek. Available at: http://techgeek.com.au/2014/06/23/came-joy-got-lousy-block-chocolate/ [Accessed 29 Jun. 2014].

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Lets talk Cadbury Dominoes!

Since beginning this blog, I have noticed that Cadbury has utilized a number of different marketing mediums including television, outdoor, sales promotion, experiential and social media. Cadbury’s current campaign aims to achieve social conversation about the nation’s flavor presences and “unlocking the joy of trying something different.”

At the beginning of the campaign, 15 second and 60 second TVC ads were released. Known as the ‘Cadbury Dominoes’ the ads show thousand of blocks of different flavoured Cadbury Dairy Milk bars all lined up within a cul de sac, ready for someone to push one bar and for the rest to follow. The advertisement shows a homeowner pushing one of the blocks and seeing the remaining blocks fall as well. The characters are shown to be happy and enjoying the thrill of chasing after the blocks and choosing a flavour to eat, therefore achieving their main objective “unlocking the joy of trying something different”.  This mass marketing strategy, will not segment their market however, the product will be promoted on a larger scale.

 

Integrated with the TVC campaign is the outdoor advertising campaign, most of which is seen in the form of billboards. See below two examples of outdoor advertising that have been seen in the streets of Sydney on both bus shelters and telephone boxes. Again, like the TVC campaign this form of advertising is mass media.

 

Sydney CBD billboard

Sydney CBD billboard

North Sydney Billboard

North Sydney Billboard

In my next blog post I will further discuss the sales promotion, social and experiential mediums that Cadbury has utilised within their campaign.

 

Best Ads on TV, (2014). Dominoes. [online] Available at: http://www.bestadsontv.com/ad/62298/Cadbury-Dominoes [Accessed 23 Jun. 2014].

YouTube, (2014). Cadbury Dominos – What flavour do you favour?. [online] Available at: https://www.youtube.com/watch?v=c86sjxkg9nI [Accessed 23 Jun. 2014].

YouTube, (2014). Cadbury Dominos — What Flavour Do You Favour?. [online] Available at: https://www.youtube.com/watch?v=9sdOLJ5RImE [Accessed 24 Jun. 2014].

 

Integrated Marketing Communications – what is it?

This 6-part blog has been created in order to review a current integrated marketing communications campaign. This blog will review Cadbury’s latest campaign “what flavor do you favour?” and will identify what media has been used, whether it is effective in spreading the message, analysing how the different media types have been integrated and whether the campaign has in fact made the consumer determine what “flavor they favour”.

According to Belch and Belch in ‘Advertising and Promotion – An Integrated Marketing Communications Perspective’ integrated marketing communications is “a strategic business process used to develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associated and other targeted relevant external and internal audiences.” The goal of the IMC is to generate both short-term financial returns and build long-term brand and shareholder value.

My next blog post will explore the types of media used within their campaign and identify whether their chosen mediums were effective in portraying the message.

 

Belch, G. and Belch, M. (2012). Advertising and promotion. 9th ed. New York: McGraw-Hill/Irwin, pp.8 – 10, 767.

Campaign Brief Australia, (2014). Cadbury asks ‘What flavour do you favour?’ in new campaign via Saatchi & Saatchi, Sydney. [online] Available at: http://www.campaignbrief.com/2014/04/cadbury-asks-what-flavour-do-y.html [Accessed 20 Jun. 2014].