Cadbury
Cadbury Dairy Milk chocolate was
launched in 1905 and became an instant success. Made with fresh milk from the
British Isles, and Fairtrade cocoa beans, Cadbury Dairy Milk remains one of the
UK's top chocolate brands. Cadbury Dairy Milk chocolate is one of the major
success stories for Cadbury and one of the world's most famous chocolate.
What’s your
flavour, tell me what’s your flavour?
Recently Cadbury launches "
Flavours" campaign with rebrand, TV and social media 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.
It’s the emphasis on flavours that
centres Cadbury’s new marketing push. Mr Chantry said he wants to start the
“flavour conversation” with Australians, promoting Dairy Milk’s now 17
flavours.
The “What flavour do you favour?”
campaign takes one on a journey of discovery of what flavour makes their tummy
waver and gets you smiling from ear to ear. It is an interactive campaign that
not only benefits Cadbury in their research phase, of what flavours consumers
indulge in, but also allows consumers to treat their taste buds. Cadbury
brought a variety of different chocolate flavours to their consumers’
doorsteps, eliminating the additional travel and purchase effort that could
rather be spent indulging in their products.
Integrated Marketing Communication
When
implementing a marketing campaign it is essential that the campaign is
effective and successfully gets the message across to the consumer.Cadbury meet
their consumer by using effective imc tools.
Advertising
Cadbury
mainly promote their campaign “ What’s your flavour, tell me what’s your
flavour?” through electronic media ( TVC) , print advertisements like billboard
, advertisements in dailies etc.
Interactive Marketing
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. The
creation of the Cadbury dominoes television advertisement is attracted as the
concept is fun and exciting.
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| campaign and advice what flavour they favour the most |
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| Facebook post asking followers to participate in their campaign |
Direct Marketing
Chocolate
lovers were given the opportunity to create their own unique joyful content on
social media, by sharing their Cadbury moments with the rest of the world.
Cadbury has launched a Facebook page which allows consumers to share their
preferred flavours with other Cadbury fanatics.
Sales Promotion
Cadbury
has used 2 variations of sales promotion, both in-store sales promotion and
out-door sale promotion. Samples of different chocolate flavours were provided
to residents of the neighbourhood in a giant domino slab form, from which they
could select their favourite flavours. Cadbury also gave 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 flavor.
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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 |
Public Relation and publicity
Cadbury is maintaining its
relation with public 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?”
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| a recipe to try with their peppermint chocolate bar |
Cadbury also take feedback and
note it down what consumers like the most of their flavor.
Personal Selling
During their recent campaign ‘the Cadbury Joy Generator’ Cadbury 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.
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| Discovering the cadbury dairy milk flavour match |
Target market
Opinion
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.”
