Two Glasses of Full Cream
However, this week there were two great pieces of advertising – both traditional – from Cadbury which I want to point out.
1. Cadbury Eyebrows
This is the scene I witnessed in the office the night after it was first shown on TV:
Co-Worker1: “Did you seen that Cadbury ad last night?”
Co-Worker2: “The one with the gorilla drumming?”
Co-Worker1: “Nah the one with the eyebrows and stuff.”
Co-Worker2: “Nup?”
Co-Worker1: “Ah I’ll find it and send it to you. It’s soooo funny”
10 MINUTES LATER… Co-Worker2 is watching it on his computer with 6 people crowded around his computer by the end of the TVC.
Even though I’d seen this floating around cyberspace for a few weeks it wasn’t until recently that it hit our television screens (much like the gorilla – John Farnham version of course). It did the online rounds. Then, it succeeded in bringing joy to the television screen, so much so that people want to spread it. And they went back online to do this. In effect, it has had two online bursts.
This isn’t even social media. This is just great content that is entertaining and creates conversation. It goes to show that even when there’s no talking point around your product, creating one can be just as effective.
2. Cadbury Value
This print ad was in the Sunday Mail last week:
In these tough economic times, it is easy to go down the discount, interest free, cash back or bonus route. Cadbury has largely ignored this and gone down the value path. Without changing the product and with only slight changes to it’s packaging, Cadbury has communicated a longevity, freshness and minimal wastage so that you get the most out of your purchase. For a product that is a discretionary spend this might do enough to justify the purchase.
Two very different messages but both are great work.
No related posts.
Some would even say Chocolate is a habitual purchase and since Cadbury is in most chocolate consumer’s evoked set of items, i would say that the price is probably one of the deciding factors. In contrast, chocolate is one of the luxuries that seems to withstand economic depression and tough times….much like pokies and drinking…..
Aaah the mystery dish. Reminded me of a scene from the first or second series of Pizza on SBS. Pauly and Sleek go to the kebab shop and ask ‘what is in the mystery kebab?” and the bloke, in classic Lebanese/Aussie accent says “don’t know. Is mystery!” anyway, I digress …
Cadbury don’t need to necessarily go down the discount route to generate sales. I would also argue that while it is discretionary spend, it would be one of the few that would be cut when looking to trim discretionary spend.
Frangii is right – it is one of the luxuries that seems to withstand economic depression and tough times. The reason is because blocks of chocolate sales have actually increased in these tough economic times because people are spending more time at home rather than going out and this equates, a lot of the time, to people spending time in front of the TV with a block of chocolate.
@frangii and lipstick. It’s the little treats that keep us buoyant in tough times.
Nathan, you don’t think it’s social media?
it is very much connected to social media actually, I think. a little slide from the cadbury commercial popped up as a banner on a website I was on the other day and I followed it through to its website, http://www.aglassandahalffullproductions.com.au/, on this you can watch the commercial, watch the gorilla one, share it and will even be able to post your own videos imitating the commercial with yer eyebrows. While I find this incredibly lame, I can sadly see people recording themselves doing this brow dance and sharing it with others. it maybe a bit over the top, and does it actually sell chocolate? I like the print ad more, I like the idea of new packaging, and I like the way they break down the experience of eating chocolate-because that is what we are actually buying isn’t it. Not kids with excited eyebrows. Time will tell.
You make some great points (I’m not even going to follow that up with a ‘but’ – I agree with most of it!)
@frangii and oyster – that’s true about the sales increasing during tough times. It’s like Foxtel and takeaway. But you still have to help justify it in the consumers mind and that’s why this print ad is so great. It is a discretionary spend which is easy to justify.
@Kate There’s definitely some social media elements there (I didn’t even know about the online component until Bones pointed it out – thanks) but I don’t think it’s a social media campaign. It’s content that gets people talking – much like a tv show itself. I think it’s predominantly a traditional ad spot which people like to share. However, as Bones points out, Cadbury do add some elements to make this sharing easier.
Also @Kate can you please explain the Oyster’s nickname of ‘lipstick’? Has this got something to do with his nightlife antics in Canberra?
I think D’Arcy (in the picture above) might be related to these kids. He’s definitely got the eyebrow thing happening. Eyebrow torture perhaps?
Ha. He’s glass and a half because he smashed the other half over someone’s head.
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Another Advertising Wanker
Nathan Bush
Interactive Strategist, BCM
Brisbane, Australia
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