Cadbury's Creative Brief: Dubai Advertising Campaign, MKT 3151

This project presents a creative brief for a Cadbury's advertising campaign in Dubai, focusing on enhancing the brand's image and customer relationships through ATL marketing. The project outlines the proposition, target audience, and competitive landscape, emphasizing Cadbury's established reputation as a trusted chocolate brand. The campaign's objective is to portray Cadbury's as a lifelong companion, with a personal and emotional tonality. The budget is set at AED 10,000,000, covering media buying, advertising creation, and endorsements. The brief includes a detailed timeline, asset requirements for social media, print, and RTA advertisements, and specifies the campaign's 'big idea,' "One sweet companion for a lifetime." The project aims to maintain Cadbury's brand equity and solidify its position as a leading chocolate brand in the market. The assignment also references the course brief for MKT 3151, including the requirements for a sales promotion plan focusing on sales objectives to complement brand objectives.

Creative Brief
Project
Title: Cadbury’s
Job Number:
Author:
Deadline: June 30, 2019
Project Overview
Summary
This project is aimed at improving brand image
for Cadbury’s by being consistent in their
approach to develop a personal relationship with
the customers, through the use of ATL
marketing.
Proposition
Who is it for? Why do it now?
How does it help? What it is
going to solve? What makes
this idea unique?
This campaign is aimed at showcasing the personal relations
that the company has developed over the years with its
customers, focusing on why it is the most trusted chocolate
brand in the entire world. None of the competitors of the
company has been able to establish themselves in this
fashion, which makes this idea advantageous and unique.
Background
Provide relevant information
about why this project is
needed and what is the purpose
of the project. Give any relevant
reference to what has been
done previously, what has
worked well and what hasn’t.
Cadbury’s has been the most trusted and established
chocolate brand in the world. It already has a very good
customer relation. This has to be further cemented in
this campaign, just like they have in their previous
advertisements, which have helped the company
become what it is today. The idea is to simply maintain
that continuity and be able to cement the company’s
name in the minds of the people as a credible
company. Currently, the target audience believes that
Cadbury’s is the most trusted and reputed chocolate
brand in the world. We have to tell them that the brand
has always been by their side through the years, to
make them believe this even further.
Objectives
Explain the challenge or
problem that is attempting to
be solved and what is the
desired outcome of the project.
The objective of this campaign is to portray the
company as a part of the lives of the people, sharing
fond memories with the brand, to enhance the brand
image and credibility, with the big idea, “One sweet
companion for a lifetime.” The tonality should be
personal, emotional and uplifting.
Target audience
Describe who the project is
trying to reach. Explain who
they are, what are their
problems and aspirations. Also,
decide what actions are
required from the target
audience.
This campaign would be an above the line marketing
tactic, since chocolate is sweet and affordable and
anyone of any age group could have it.
CREATIVE BRIEF

Competition
Give information about what
the competition are doing in
this space currently – what have
they done well and what
haven’t they done well.
Nestle is the most identifiable competitor of
Cadbury in the market. They have been in the
business for almost as long as Cadbury’s, and
have also come up with their own unique taste of
chocolate to make themselves distinguishable in
the market.
Timeline
Provide a detailed timeline of
when the creative project needs
to begin and when all assets
are required, ensure sufficient
and realistic time for all
elements required to be
created.
The project needs to begin by July 1 of 2018, with
the big idea being formulated by the 12th of July.
The media buyers and publishers have to be
confirmed and signed by 22nd of July. By June 30,
2019, the campaign should successfully come to
an end.
Budget
Give details of the total budget
available for the creative
project and what this needs to
cover.
The total budget for this is AED 10,000,000,
which would include media buying, creating the
ad, publishing, celebrity endorsements, and all
sorts of logistics.
CREATIVE BRIEF

Assets required on continuous page.
Marketing Assets
Delete lines if not required. Please provide logos or photos if need to be incorporated into the
assets.
Asset
Dimensions:
Width & Height
Required Copy:
Taglines, slogans
Due date/
Priority:
Social Media:
Facebook carousel 600 pixels x 600
pixels “One sweet companion for a lifetime” 15 August
2018
Twitter post 1024 pixels x
512 pixels “One sweet companion for a lifetime” 15 August
2018
Instagram 1080 pixels x
1920 pixels “One sweet companion for a lifetime” 15 August
2018
Print:
Magazine Advert 8.5in x 11in “One sweet companion for a lifetime”
1 September
2018 – 1
December
2018
Newspaper 6 columns x
10.5 in “One sweet companion for a lifetime”
1 September
2018 – 1
March 2019
Billboard Advert 50m x 15m “One sweet companion for a lifetime”
1 October
2018 – 1
January 2019
RTA Advertisement:
Posters in RTA
stations 46.8in x 66.2in “One sweet companion for a lifetime”
1 October
2018 – 1
January 2019
CREATIVE BRIEF

Posters on RTA
Buses and Taxi’s 61cm x 91cm “One sweet companion for a lifetime”
2 December
2018 – 2
March 2019
CREATIVE BRIEF