On Friday 9th April at 7.45pm, Cadbury Ireland launched its latest Dairy Milk advertisement for their Chocolate Charmer campaign. It follows previously successful Cadbury ads – Gorilla, Eyebrows and Airport Trucks - and cost them €500,000 to make. The campaign will include TV, experiential marketing, online and PR. It shows the chocolate charmer at work, using his magic to whip the milk and chocolate together. A Cadbury spokesperson announced that the aim of this ad is to show people the joy of creating chocolate.
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I feel this advertisement is a departure from Cadburys previous campaigns. In my opinion, it lacks the entertainment factor, which one would have seen in both the “gorilla” and “eyebrows” ad. I believe Cadburys could have pushed the ad further; made it more whimsical, the charmer could have been dressed in Cadburys attire like a ringmaster, etc. Overall I found the ad a bit flat and I feel after the Kraft acquisition, they really needed to show the Cadburys spirit.
ReplyDeleteI'd tend to agree with Emma. I think that Cadburys had set themselves a very high standard of unique ads and, while all the hallmarks are still there with the quirkiness and the brand's colour, I just don't think it's as good as its predecessors. Both the previous campaigns were so original and abstract that they prompted masses of media coverage, word of mouth and both were viral successes. In comparison to that high benchmark, I think that this ad is dull and forgettable and I think that it won’t have the same impact at all for Cadburys. I think it’s all well and good for Cadburys to roll out a complimentary campaign of experiential marketing, PR and online but I really don’t think that this ad is captivating enough to stimulate interest in the rest of the campaign.
ReplyDeleteI think that it’s also interesting that this ad is a departure from their previous campaigns in that it features the chocolate itself, something that has been absent in the last ads, which makes me think that they have shifted their focus from marketing the brand to marketing the product.
I agree with both comments above in relation to the creative content of the ad as the director could have gone further with the ad to captivate the audience. I feel the ad will be lost in the busy traffic of humourous ads currently being displayed on TV. It does not create any buzz or reason for discussion and I am even finding it difficult to critique this ad. I cant quantify how Cadbury can beniefit from a cost of 500,000e for the launch of this campagin. Why would they change from their previous style if it worked so well? the guerilla ad worked fantastically creating a great positive word of mouth buzz.
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