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.
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.
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.
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].