Cadbury

Introduction:

Advertising, in its profound and deep sense of the term, reminds you of all the embroidered drama, inflated emotions, mellifluous jingles and colourful myriad pictures that form a beautiful collage of incidents and brands and consumer and the beautiful relationship of romance that they share is manifested through this patchwork.

For a brand like Cadbury’s; we won’t you feel close to this brand – something that we are possessive about, something that we can easily identify with or something we feel comfortable with ; could not have been possible without advertisement. It won’t be easy to feel the same connection that we feel right now. Somewhere – lines like ‘kuch khass hai zindagi mein’, ‘Asli swaad zindagi ka’, ‘khaanewalon ko khaane ka bahana chahiye’, ‘rishton ki mithaas’ etc have etched in our minds.

Before stating about advertisement trend in Cadbury, let us have an overview of Cadbury india ltd,

Cadbury India Ltd. is a part of the Kraft Foods Group. Cadbury India operates in five categories - Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

TheAdvertisingMessage

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people over 18 years of age.The message that CIL seems to be attempting to put across is this: “In every adult, there is a child - let that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth,

creamy, delicious chocolate”. This approach appears to be unique to Cadbury’s. CIL’s biggest competitor, Nestle, often stresses the energy giving aspects of chocolate (for example, in advertising for Nestle Charge), or on other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of Nestle Bar One. Nestle specifically targets children in the advertising for Milkybar, its white chocolate, again emphasizing its energy giving properties.

To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey the message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.

MessageExecution

Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’ - launched in the 90’s attempts to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.Cadbury’s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride who nibbles at a Perk under her ‘pallu’. Cadbury’s Dairy Treat conveys its message through the mother who refuses chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her opinion about chocolates.Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko Khane Ka Bahana Chahiye’, or ‘Reach for the Stars’, are also used extensively, and to good effect in Cadbury’s advertisements.

Advertising Media

Television, the print media and posters have been the main media of communication for Cadbury’s advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also explored many new ways of getting their message across to the consumers.Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop stocking their chocolates. Since it is placed on the cash counter, it’s design offers visibility, ease of vending, and protection from the elements. It is also placed in the most appropriate position to cater to the impulse buyers. This ‘first’ from CIL has become so popular that is now the standard design for all chocolate manufacturers.Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In high throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility of the product.Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy locations.Presence in Amusement Parks: Cadbury’s also maintains a presence in many amusement parks across the country, strengthening the association of its chocolates with ‘fun’ occasions.

Advertising strategy:

Cadbury’s strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product, it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able to build and maintain a leadership position in the market with many loyal customers.

Now let us have an overview of trend in advertisement of Cadbury according to its cadbury’s brand chocolates which are mainly categorized as following:

1. Cadbury dairy milk2. 5 star3. Perk4. Celebrations 5. Éclairs6. Gems

Trend in Cadbury advertisement made an attempt to capture the emotions of its consumers regarding each of its specifically unique brands.cadbury advertisements provided us a stage for us to romance with our favorite brands, watching them evolve, feeling connected with the characters in the ad, dancing with imaginations about the product, flaunting your purchases, loving our brands, creating long lasting relationships with choclates, feeling nostalgic, experiencing emotions and above all making us feel so special against the rest of the world!

Now let us have an overview of journey of Cadbury’s various brand advertisements:

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.

Journey of advertisement for Cadbury dairy milk:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

The BRAND Dairy Milk was ever considered as most delicious chocolates and is still able to give some moments of full joy. But in Indian context, the problem was that chocolates were considered western concept and indian customers considerd as a way to express their parental

love for their kids and general perception was that chocolates are for kids only, not for adults and oldies.

1. Cadbury Dairy Milk - The real taste of life

The very first advertisement was introduced in 90’s. In the context, "The Real Taste of Life" ads were created in which a girl (who was eating DairyMilk) starts dancing in a cricket match on Indian win. Here, the ad aimed two things: the joy and happiness of Indian win, and a YOUNG girl dancing openly to express her happiness.

Impact on buyer behavior : The Ad connected with young generation to share their moments of joy with DairyMilk chocolates. This Ad broke the generation barrier for chocolate market in India.

2. Cadbury Dairy Milk - Better than words (31 Secs)

This advertisement convicted that Cadbury can say better than words, it convicted that it’s the feeling, it’s the caring, it’s the giving sweet feeling of joy, sweet feeling of joy where a father comes home and expresses his joy of coming home by giving chocolate to his son, daughter and wife. It conveys that bring home your happiest moments with Cadbury chocolates. Because some time Cadbury can say it better than words.

Impact on buyer behavior : The Ad connected with the family to share their sweet feelings of joy with Cadbury dairy milk. This ad connected with the nuclear family.

3. Cadbury Dairy Milk - Cadbury Cyrus Shaadi (45 Secs)Year: 1998

This advertisement referrred to a shaadi where a persons cyrus offers dairy milk to various . It says that“ khanewalon ko khaane ka bahaana chahiye, suno bahaane , muuh meetha karna majboori hai, bhai yeh toh shagun hai zarrori hai, isse ghatti doori hai kuch naya bhi aazmana chahiye, kya swwad hai zindagi ka”

Which means “ People just need an excuse to eat dairy milk, here they are where an old man says eating dairymilk is my weakness for sweetening mouth, an old lady offers it to bride and says its a must blessing. It brings people closer. You should try out new things in life. The real taste of life- Cadbury Dairy Milk.”

Impact on buyer behavior: This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments.

4. Cadbury Dairy Milk - Meetha School (50 secs)Year: 2004

Then the campaign came up with “ Dil ko jab khushi choo jayye kuch meetha ho jaaye”This ad says that whenever there is happiness, have dairy milk as sweet. Small happiness sweet happiness happiness distributed in every moment. This ad include Mr. Amitabh Bachan in the end eating dairy milk and sharing happiness.

Impact on buyer behavior : The Ad connected with the every person to share happiness with dairy milk.

5. Cadbury Dairy Milk - Meetha Neighbour (50 secs)Year: 2004

This ad was a continuation of Cadbury Dairy Milk - Meetha School which conveyed sharing of small happiness with Cadbury dairy milk whether it may be receiving a new neighbor, or a teen boy getting the first hair of beard, or getting a new bike, or an ordinary person’s phone get used by Mr. Amitabh Bachan.

6. Cadbury Dairy Milk - Pappu Pass Ho Gaya - Love (40 secs)Year: 2005 This ad included a boy who gets passed in love and Mr Amitabh bachhan says “ Jab Pappu paas ho jaaye toh kuch meetha ho jaaye”

Impact on buyer behavior This ad campaign conveyed that whenever you pass in love share your happiness with dairy milk. The phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers to express joy in a moment of achievement / success with Cadbury Dairy Milk

7. Cadbury Dairy Milk - Pappu Pass Ho Gaya - Exam (40 secs)Year: 2005 This ad was a continuation of Cadbury Dairy Milk - Pappu Pass Ho Gaya where all the students comes at a retail store person ( Mr. Amitabh bachan) and asks for dairy milk and when he ask for money they says money will be given by pappu and when he ask why they say pappu finally got passed. In the end he offers dairy milk to pappu.

Impact on buyer behavior This ad campaign conveyed that whenever you pass in exam share your happiness with dairy milk.

8.Cadbury Dairy Milk - Radha Miss Palampur(45 secs)Year: 2006

This advertisement emphasized on sharing of happiness with dairy milk which is lingo and beyond mannerisms in the Cadbury Dairy Milk chocolate ad where Mr Amitabh bachan proudly introduces his cow Radha as Miss Palampur and shares his happiness by distribution dairy milk which converts traditionally non-chocolate occasions into traditional choclate occasions.

8. Cadbury Dairy Milk - Paanch Rupiya - Dukaan (15 secs)Year: 2006 This advertisement conveyed the audience to have sweet in only 5 rs ie Cadbury dairy milk where Mr amitabh bachan exchange a heap of 5 rs coins with a heap of dairy milk and distributes it and shares his happiness for his cow Radha who became Miss Palampur in the last advertisement.

9. Cadbury Dairy Milk - Paanch Rupiya - CoinToss(17 secs)Year: 2006

This ad too was a continuation Cadbury Dairy Milk - Radha Miss Palampur where two children debate for miss radha a cow to become miss palanpur one says yes and other no one who says yes gets a dairy milk

9. Cadbury Dairy Milk - Amitabh's Ghost(60 secs)Year: 2007

Here they show the recall value of Cadbury dairy milk, as Amitabh recalldairy milk brand while listening to the word sweet from his driver.

10.

Cadbury Dairy Milk - Kenya(1:03 Secs)Year: 2008

11.

Kuch Meetha Ho Jaaye - Pay Day(50 secs)Year: 2009

They again give one more reason to celebrate , as the day when we get oursalary , we can celebrate it for that they have the famous slogan as,

“Meetha hai khana aaj paheli tarik hai”.

12.

Kuch Meetha Ho Jaaye - Is Diwali Ap Kisse Khush Karenge(60 secs)Year: 2009

The concept of Cadbury’s new Diwali campaign is to seed the thought ofsharing and bringing happiness to people’s lives, through the message “IssDiwali Kyun ka kuch Mithas ho jaye”. So be it a simple act of kindness ortaking the effort to fulfill cherished wishes, Cadbury hopes to motivatethoughts and behaviour that bring a smile. The main focus of the TVC is toawaken & inspire people to appreciate those people around them whocontribute a lot to their lives but whose efforts they rarely recognize and reciprocate.

13.

Cadbury Dairy Milk - Eloping(54 Secs)Year: 2010

14.

Cadbury Dairy Milk - Jeans(49 Secs)Year: 2010

15.

Cadbury Dairy - Shubh Aarambh(40 secs)Year: 2010

This campaign is based on the concept of the Indian tradition of havingsomething sweet before every auspicious occasion, with the belief that itleads to a favorable outcome. Over the years, CDM has been a special part ofevery Indian's moments of happiness, joy and celebration. This year, for thefirst time ever, CDM urges consumers to also enjoy their much lovedchocolate before embarking on an important task, in anticipation of a

successful outcome.

16.

Cadbury Dairy Milk - Dinner(43 Secs)Year: 2011

17..Cadbury Dairy Milk - Bath(30 Secs)Year: 2011

18. Cadbury Dairy Milk - In Home Get Away(35 Secs)Year: 2011

19.

Cadbury Dairy Milk - In Home Lauki(35 Secs)Year: 2011

20.

Cadbury Dairy Milk - Romance(40 Secs)Year: 2011

5 star journey of advertisements:

Cadbury 5 Star - Jhonny Jhonny(40 sec)Year: 2004

In these Ads CADBURY present 5 star as “ so soft that it melts in your

mouth”.

Cadbury 5 Star Crunchy Arrey (35 sec)Year: 2006

Here they add crunchies to 5 star, and while eating the boy get surprise

with those crunches.

Cadbury 5 Star - Jo Khaaye Kho Jaaye(50 sec)Year: 2008

Same

Cadbury 5 Star - Jo Khaaye Kho Jaaye(50 sec)Year: 2009

Same

Cadbury 5 Star Fruit & Nut - Class Room(25 secs)Year: 2010

These Ads basically launches to show the existence of of the fruit n nutin 5 star, as when teacher ask for milk, fruit, nut, so they told that these

are under 5 STAR.

Cadbury 5 Star - Jo Khaaye Kho Jaaye(60 secs)Year: 2010

Here in these ADVs the guys recall each other and after having 5 STARthey again forget each other. These is again basically an Ads which make

recall of the slogan “ JO KHAYE KHO JAYE “.

Cadbury Perk - Traffic

Cadbury Perk - Qawali (30 sec) Year: 2004 (20 sec)Year: 2004

Cadbury Perk - Lecture(20 sec)Year: 2004

These three ADV says that “ bore ho to muh chalao” CADBURY perk khao

Cadbury Perk - Yumraj(40 sec)Year: 2005

Cadbury Perk - Aerobics(30 sec)Year: 2004

Cadbury Perk - Trisha - Railway(40 sec)Year: 2004

These three ADV says that perk is new, crunchy and tasty. “ perk khao,

baki sab bhula do”.

Cadbury Perk(30 sec)Year: 2009

Cadbury Perk(50 sec)Year: 2009

Cadbury Perk - Take it Lightly(50 sec)Year: 2008

In these ADV they say that “ life atak jaye take it lightly”, Cadbury light

Perk with Glucose Energy(45 secs)Year: 2010

In these ADV they show a boy , who can stay energetic for the wholeday , having just only a perk, as perk contains glucose. Here they target

the young busy urban boys.

Cadbury Perk - Tired Son(43 Secs)Year: 2010

Cadbury Perk- Run Out(22 Secs)Year: 2011

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels.

Cadbury Celebrations Diwali - Celebrations(45 sec)Year: 2004

Cadbury Celebrations(58 Secs)Year: 2010

Kuch Mithaas Ho Jaaye(50 sec)Year: 2009

Cadbury Celebrations - Bandhan(35 sec)Year: 2007

Cadbury Celebrations - Tohfa (45 sec)Year: 2007

Cadbury Celebrations - Tohfa (60 sec)Year: 2007

Cadbury Celebrations - Bandhan(30 sec)Year: 2006

The above Ads we can cluster them together, as in all Cadbury bring anew concept of celebrating occasions with Cadbury . It may be Diwali,

may be Rakhsha Bandhan, etc.

Cadbury Dairy Milk Eclairs - Rich Brownie(45 Secs)Year: 2011

Cadbury Dairy Milk Eclairs - Psychedelia(46 Secs)Year: 2010

Cadbury Dairy Milk - Eclairs(45 sec)Year: 2009

Cadbury Dairy Milk Eclairs - Meetha Bomb(21 Secs)Year: 2009

Cadbury Dairy Milk Eclairs (45 sec)Year: 2007

Cadbury Dairy Milk Eclairs - Donations(30 sec)Year: 2006

Cadbury Dairy Milk Eclairs - Chooti Khushiya 2004(45 Secs)Year:

Cadbury Dairy Milk Eclairs - Cinema Queue - Swad alag baat alag(24 Secs)Year:

Cadbury Dairy Milk Eclairs - Open, Pop and Roll(32 Secs)Year: