MKT3151 Creative Advertising and Promotion: Cadbury's Ad Campaign

This project analyzes a Cadbury's advertising campaign, developed as part of a MKT3151 Creative Advertising and Promotion seminar. The assignment involves developing a 12-month advertising campaign for Cadbury's in Dubai, with a budget of AED 10,000,000. The solution includes a situation analysis, creative brief, and campaign strategy focusing on improving brand image and building on current customer perceptions. The campaign's big idea is "One Sweet Companion for a Lifetime," aiming to portray Cadbury's as a trustworthy brand for all occasions. The project also addresses the need to distinguish Cadbury’s from competitors like Nestle and uses an emotional narrative to connect with the target audience. The presentation covers the campaign's rationale, target audience, current brand perception, and proposed tonality. The project further extends to a sales promotion plan for the following year, focusing on sales objectives and value-increasing promotions.

CADBURY’S AD CAMPAIGN
ENTER YOUR NAME HERE

CURRENT ESSENCE OF CADBURY’S
 WHAT MAKES CADBURY’S UNIQUE IS THE PURE AND RICH TASTE
OF CHOCOLATE THAT WE PROVIDE.
 THE TASTE OF THE PRODUCTS OF THIS COMPANY IS UNIQUE IN
THE MARKET.
 THE FACT THAT THE BRAND HAS BEEN IN THE BUSINESS FOR
SUCH A LONG TIME, IS AN INDESPENSIBLE CHARACTERISTIC OF
THE BRAND.
 THE RANGE OF PRODUCTS OF THIS COMPANY AVAILABLE IN THE
MARKET PLAYS A VITAL ROLE IN ITS IMMENSE MARKET SHARE.

COMPETITION
 THE MAIN COMPETITOR OF THE COMPANY IN THE MARKET IS
NESTLE.
 FIRSTLY, NESTLE HAS BEEN DOING BUSINESS FOR ALMOST AS
LONG AS CADBURY’S.
 THEY TOO HAVE A WIDE RANGE OF PRODUCTS IN THE MARKET.
 NESTLE HAS ALSO COME UP WITH THEIR OWN UNIQUE TASTE OF
CHOCOLATE.

TARGET AUDIENCE
 THIS PARTICULAR AD CAMPAIGN IS AN ABOVE THE LINE
MARKETING CAMPAIGN.
 THAT IS TO SAY, IT WOULD BE UNTARGETED, AND WILL ATTEMPT
AT REACHING OUT TO AS MANY PEOPLE AS POSSIBLE,
REGARDLESS THEIR PROFILES.
 RATIONALE: CHOCOLATE IS AN AFFORDABLE PRODUCT THAT IS
NOT NECESSARILY CONSUMED BY ANY SPECIFIC CONSUMER
GROUP.
 CADBURY’S HAS A RANGE OF PRODUCTS, WHICH MAKES IT
IMPOSSIBLE TO TARGET THEM ALL TO A SINGLE TARGET GROUP.

NEEDS TO ADDRESS
 THE NEED TO BE ABLE TO DISTINGUISH VIVIDLY BETWEEN
EXISTING BRANDS AND CADBURY.
 THE NEED TO TRUST A SPECIFIC BRAND WHEN IT COMES TO
PURCHASING CHOCOLATE.

CURRENT BRAND PERCEPTION
 TRUSTWORTHY
 FIT FOR ALL OCCASIONS
 HIGH AVAILABILITY
 AFFORDABLE PRICING
 HIGH QUALITY CHOCOLATES

ONE THING TO CONVEY (THE BIG
IDEA)
 THE BIG IDEA FOR THIS, IS “ONE SWEET COMPANION FOR A
LIFETIME.”
 WE WANT THE AUDIENCES TO BELIEVE THAT CADBURY’S IS A
BRAND THAT HAS TO BE THE FIRST BUYING PREFERNECE FOR ANY
OCCASION, AT ANY AGE.

THE STORY TO TELL
 PIERCING INSIGHT: 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.
 BIG IDEA: IS “ONE SWEET COMPANION FOR A LIFETIME.”
 SINCE THE OBJECTIVE IS TO ENHANCE BRAND IMAGE, CADBURY’S EXPERIENCE IN THE
MARKET AND PORTRAY PERSONAL RELATIONSHIPS, THE STORY STARTS IN THE 1900’S. AN
OLD MAN IS SEEN TELLING A STORY TO HIS GRANDSON ABOUT HIS YOUNG DAYS WITH
HIS WIFE, AND HOW SHE USED TO BUY CADBURY’S CHOCOLATES TO HIM, WAITTING
OUTSIDE WHENEVER HE PAID A VISIT TO HIS FATHER’S GRAVE, AS A WAY TO CONSOLE
HIS GRIEF. COMING BACK TO THE PRESENT, HE REGRETS HER DEATH THAT OCCURRED A
YEAR AGO. ON THE OCCASION OF THE ONE YEAR DEATH ANNIVERSARY, THE MAN PAYS A
VISIT TO HER GRAVE. HE COMES OUT TO FIND HIS GRANDSON WAITING FOR HIM, WITH A
DAIRY MILK, SAYING, “LIFE ENDS, GRANDFATHER. LOVE DOES NOT.”

TONALITY
 PERSONAL
 UPLIFITING
 EMOTIONAL
 SOFT.

BUDGETING
MEDIA CHOSEN BUDGET (AED)
TV (12 MONTHS) 1,100,000: AED 1,100,000 (Average for
Vfx = 42K; Number of shots for a 2 min
video : 12 shots + Production +Creative
cost))
SOCIAL MEDIA (12 MONTHS) 2,718,000 (1,218,000
(150,000+108,000+310,000+400,000+
250,000)
OUTDOOR (3 MONTHS) 2,000,000 (500,000+ 30K (Lampposts)
+90K (Banners) + 22,000 ( Megacoms))
+ (3 months): AED 720,000 (2 buses per
route; ( 60,000 x 3) =180,000 x 4
buses.)
NEWSPAPER (3 MONTHS) 200,000 (40,000+32,000/month)
MAGAZINE (12 MONTHS) 456,000 (180,000+108,000)*2

THANK YOU!