Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of different products. Every product in the Dairy Milk line is made exclusively with milk chocolate. Cadbury’s Daily Milk has a range of different flavours, all equally famous around the world. This case study relates to the topic of advertising which we studied in class. Cadbury is not only famous for the quality of their product, but also for their advertising. Since 2007, the date of birth of ‘a glass and a half full production’, which is Cadbury’s own internal production company, we talk a lot about the chocolate brand because of their advertising campaign. The aim of this new approach to advertising from Cadbury’s is not to focus on the chocolate but on the joy and enjoyment, you associate with eating a chocolate bar. The three most famous campaigns to date are ‘Gorilla’s’ in 2007, ‘Airport trucks’ in 2008, and ‘Eyebrows’ in 2009. All of these advertising campaigns are set in a fun environment with enjoyable music to try to capture people’s attention, excite them and make them feel happy. In this report, we will at first, evaluate the objectives and advertising platform of these three ads. We will then explain the advantages and disadvantages of TV advertising.
We will explore the role of viral advertising in these sort of advertising campaigns, before concluding by highlighting just what made these Cadbury’s ad’s so memorable. Q1. View all three Cadbury Dairy Milk advertisements on YouTube. Describe and evaluate the advertising platform and the advertising objectives of these three ads. How are all three related? In 2007, Cadburys launched its first advertising campaign from the newly established ‘A Glass and a Half Full Productions’. The 90 second advertisement entitled “Gorilla” was premiered during the season finale of Big Brother 2007, with the Phil Collins song “In the Air Tonight” playing in the background with a Gorilla playing the drums to the beat of the song. Big Brother would have generated a massive audience and Cadbury planned it perfectly to first launch the ‘Gorilla’ ad doing the breaks in the Big Brother finale. The campaign itself has made appearances on billboards, print newspapers and magazines, television and cinema spots, event sponsorships and an internet presence which just shows how successful it was. Keen to build on the success of the “Gorilla” advertisement, ‘A Glass and a Half Full Productions’ released their second production on 29th March 2008.
This advertisement tells the story of the first ever airport truck race in history, seeing vehicles of all shapes and sizes take to an empty runway for the race of their lives. Each one of the trucks was ‘pimped’ to show its unique character. With everything from go faster stripes to customised wheel trims, the trucks lined up on the starting line under a purple sky at dusk and raced to the music of Queen’s “Don’t Stop Me Now”. This ad wasn’t as successful as the ‘Gorilla’ or ‘Eyebrows’ ad. In January 2009, Cadbury introduced a new ‘A Glass and a Half Full Productions’ TV advertisement, entitled “Eyebrows”, which became the 3rd video produced by the production company. The 60 second advertisement brought to life the story of a brother’s and sister’s moment of madness when backs are turned and they are left to their own devices. The advert opens with two siblings sitting in a traditional photographer’s studio, waiting to have their portrait taken. When the photographer was called away by a ringing phone the children launched into a choreographed eyebrow dance. The children produced a range of eyebrow dance moves to the sound of “Don’t Stop the Rock” by electro-funk superstar, Freestyle.
Cadburys main objectives with these three ads were to deliver greater brand love and involvement while keeping the core consumers engaged and to also attract the younger audience to help build the brands profile. They achieved these objectives by creating enjoyable and memorable ads which for example lead to people trying to copy the ‘Eyebrows’ ad and posting their videos on YouTube. Since 2007 Cadbury have adopted a new advertising approach which many view as critical to both the Cadbury Dairy Milk brand and the company. Cadbury decided not to focus on the chocolate in their advertisements, but instead to focus on entertaining the public. This led to the creation of the three memorable advertisements outlined above, “Gorilla”, “Airport Trucks” and “Eyebrows”. All these advertisements incorporated the Cadbury trademark colour purple into the ads and displayed the Cadbury Dairy Milk logo and slogan ‘A Glass and a Half Full of Joy’. All the ads embraced the popularity of viral advertising and used this very much to their advantage and were a huge hit on YouTube and on social networking sites. They became a firm favourite among the online community. They told the public nothing about Dairy Milk. Rather than using the chocolate as the main focal point, Cadbury decided to use emotional appeals to attract the public’s attention.
Many in the industry viewed this as a huge risk, but it is one that seems to have worked for Cadbury. These three ads are very similar as they don’t focus on the Cadbury bar they focus on entertaining the viewer by their use of a gorilla, airport trucks and the two children moving their eyebrows. It’s not until the end of the ad that the Dairy Milk bar appears in each ad. They are all very catchy ads by the use of music in them which have become popular songs again since the ads were first screened. The use of the colour purple is common in each of the three ads which is Cadburys main colour and is used on the bar wrapper.
Q2. Cadbury has relied very heavily on TV advertising for its ‘A Glass and a half full Productions’ advertisements. Comment on the advantages and disadvantages of TV advertising.
Without doubt Cadbury has relied heavily on TV advertising for its advertisements, and it is easy to see why. Television is by far the most popular entertainment medium around the world, with the latest report from the Television Audience Measurement Ireland (TAM) showing that Irish TV viewers alone watch on average of 3 and a half hours of TV per day. The huge advantage of TV advertising is the wide audience it reaches. Television viewers come from all walks of life, from children watching cartoons, to elderly retiree’s, everyone tunes into television at some part of the day. It is clear that TV advertising reaches a lot more people than other media outlet’s such as radio station’s or newspapers. Another big advantage of TV advertising is how it offers the greatest possibility for creative advertising. It can convey your message with print, video, audio, still photos, motion, light and graphics, to capture the attention of potential customers. TV ads can also show and tell people about your product or service and actually show the benefits of ownership. One final advantage of TV advertising is its ability to advertise to targeted audiences. For example children can be reached during cartoon programming, housewives during the afternoon soap operas, and people working in the Primary sector such as farmers and fishermen, around the time of the weather forecast!
However, everything, TV advertising also has it’s disadvantages, with high costs being the primary one. TV ads are very expensive. To make show your ad is memorable, you need a decent amount of air time, but the longer the air time, the more expensive it is. Also, for a customer to remember the ad, the ad must be aired repeatedly. The down-side to this as a company is, every time the ad is aired, you must pay. On top of the expensive air rates, to make a good ad, you will need to hire a team of experts to create the advertisement. To highlight the cost of TV advertising, a May 2011 report by Allbusiness.com found that, to produce a quality 30-second national spot in America can cost up to $300,000. A further disadvantage to TV advertising is the difficulty to change your advertisement efficiently and quickly. For example if a company wanted to advertise a new special offer or promotion, a new time slot must be bought. Basically you are paying for a new ad, unlike other media outlets such as newspapers or radio’s where the ad can be edited quickly without fuss. Finally, like we studied in the chapter on advertising, TV ads are becoming increasingly ignored. During ad breaks during their favourite TV shows, people will now often change channels, go out of the room, or simply play on their smartphone, laptop or any other items of technology. Q3. What role did viral advertising play in these advertising campaigns?
Viral advertising is marketing through pre-existing social networking services or other online technologies with the aim of increasing brand awareness and product sales with the use of viral processes such as video campaigns. Viral advertising played a vital role in each of the three campaigns created by “a Glass and a Half Full Productions”. This can be easily seen in their first advertising campaign back in 2007 the famous “Gorilla” which created a platform for Cadbury Dairy Milk. On the launch night of this campaign the advert of the Gorilla was also uploaded to the social networking site YouTube. In just one night the video was viewed 500,000 times and overall was viewed 10 million times, thus the advertising campaign went viral and so creating a huge success story for Cadbury Dairy Milk. Through viral advertising this advert was able to gain a larger viewing audience and so increasing the market awareness of Dairy Milk. Through viral advertising Cadbury Dairy Milk’s chocolate sales in 2007 increased to 7% this is an increase of 30% compared to other competitors. The following adverts “Airport Trucks” and “Eyebrows” followed in the methods of the “Gorilla” in becoming viral sensations.
They became instant favourites on YouTube. Cadbury Dairy Milk grasped the advantages of viral advertising with both hands and through this brought their business to the next level. They hosted online events which the public could get involved and fall in love with their product through viral entertainment. I believe viral advertising was the key aspect to the success of the advertising campaigns created by “a Glass and a Half Full Productions” as they were able massively increase their customer base and get the people involved in their product.
Q4. All three Cadbury advertisements have nothing to do with chocolate, yet people remember what the advertisements are for. Why is there no actual reference to chocolate in the advertisements? What makes the advertisements so memorable as Cadbury Dairy Milk advertisements?
Cadburys is a name that’s been around for the last one hundred and ninety years, dating back to John Cadbury who first opened his shop on Bull Street in Birmingham. We all know the Cadbury brand so well it’s been around a lot longer than all of us. It is because of this we are so familiar with their trademarks. The ‘A glass and a half’ symbol was introduced in 1928. The company used this familiar symbol to create their new slogan ‘A Glass and a Half Full Productions’ which they decided to use for their marketing campaign. Chocolate has always been associated with joy, chemically speaking chocolate releases serotonin and another feel-good hormone called dopamine. Cadburys know this and therefore decided to tap into this and bring their customers joy in another form, entertainment. Prior to the introduction of ‘A Glass and a Half’ Cadburys decided upon using purple in 1920. This purple is a recognisable aspect of all three advertisements. The vibrant purple is noticeably the background to their first creative ad, ‘The Gorilla’. Cadburys have put great emphasis on the purple here by using plain colours such as the black of the gorilla, two white planes also featured on the wall and the silver of the drums. Similarly in the ‘Eyebrows’ advert, only plain colours are used as not to distract the viewer from the girls dress.
However, in the Airport advertisement great colours are used on all of the trucks in the race. This is an effort to show fun in the ad, the enhanced airport vehicles are an example of Cadburys creativity using unlikely vehicles for the first ever airport race. That’s fun. The purple in the ‘airport’ advertisement is subtle but still clearly visible in the sky, this is no accident. As we as consumers are so familiar with the product it is not a necessity to display the functions of the product and what joy it will bring but by using abstract methods of grabbing our attention Cadburys has found entertaining their customers by using familiar songs like Queens – Don’t stop me now and Phil Collins – In The Air Tonight, to such great success with customers that not only did their advertisements go viral on YouTube but they even put Phil Collins song back into the charts. We as consumers could recognise and appreciate their efforts to bring joy to all viewers.