UNIT 2 ASSIGNMNT 2

17/06/2016

CADBURYS
DAIRY MILK

ANDREW GILLESPIE

UNIT 2 ASSIGNMNT 2

17/06/2016

CONTENTS

3-

SUMMARY
RESEARCH

4-

MARKET RESEARCH
SCENARIO AND THEME
TARGET AUDIENCE
TIMELINE
JUSTIFICATION
GLOSSARY

5-

CONCLUSION

ANDREW GILLESPIE

UNIT 2 ASSIGNMNT 2

17/06/2016

SUMMARY
I have been tasked to make an advert for the 100-gram dairy milk bar. I am
going to research various Cadbury adverts and their company to see what sort of
advert would be suitable for them, I feel that the best type of advert would be a
cheery and funny advert as this is how most, if not all, adverts are for Cadbury.
I am going to cover the range that I have been given in this report. The range
includes:
front cover
header and footer
page numbers
index
summary
research/market research
scenario and theme
target audience
Timeline
RESEARCH
About Cadbury
Cadbury is a big company that specialises in making sweets and confectionary.
They are one of the most well-known brands in the UK, if not, worldwide.
Cadbury was Founded by a Mr John Cadbury in 1824, when he began selling tea,
coffee and drinking chocolate on bull street Birmingham. He eventually became
a with partner his brother in 1847, the business was henceforth known as
Cadbury brothers.
The brothers opened an office in London shortly after partnering up, they then, in
1854, received a warrant from Queen Victoria herself, that appointed them as
the royal chocolatiers but sadly this wasnt enough to keep the company going
and it went into decline in the late 1850s.
In 1861 John Cadburys sons took over the business, but by this time it was on
rapid decline going from 20 employees to just 11 and the company was losing
money fast. But by 1864 the company was profitable again. The brothers had
turns around the business from by shifting its focus from tea and coffee to mainly
chocolate, which allowed the quality of the chocolate to increase.
In 1878 the brothers decided to build a new property 4 miles outside of
Birmingham; this meant better transport access from rail and canal so they could
3

ANDREW GILLESPIE

UNIT 2 ASSIGNMNT 2

17/06/2016

get their products made quicker. They acquired the Bournbrook estate, which
was later renamed to Bourneville estate in the following year. In 1893 George
Cadbury bought 120 acres of land next to the Bourneville estate and he built a
model village there which would 'alleviate the evils of modern more cramped
living conditions'.
MARKET RESEARCH
Cadbury produces many different lines of confectionary here in the UK as they
own Trevor Bassett, Fry's and Maynards. This means that they have a massive
market coverage and they therefore, control the majority of the confectionary
industry. Cadburys most iconic chocolate is dairy milk, it was introduced in the
1870s and was a best seller short after, since then it has sold billions if not
trillions of dairy milk bars. More recent advertisements by Cadbury are much
unknown as they have not really pushed the advertisements that much.
Therefore, I want to create an advert that goes back to the roots of dairy milk
and one that shows a significant part of Cadbury history.

SCENARIO AND THEME

This advert will go back to the very forts time that dairy milk was tasted and my
idea behind it is that when the first business man takes a bite (George Cadbury)
his clothes turn from black and white to purple and white, then this happens a
couple of times with various people, then it zooms out to the UK and you see the
whole country go purple. I think that this will reflect the history of the company
well and it will emphasize how dairy milk gradually took hold of the country. The
advert will last about 30 seconds long and it is just a small insight into the
history of Cadbury.
TARGET AUDIENCE
As dairy milk seems to be aiming more at children and teenagers, I have decided
to aim this advert more at young adults to pensioners by highlighting the history
of Cadbury. I think that my idea will intrigue a few people and it will capture a
large audience, therefore, driving the sales up of dairy milk. I feel that this is an
important audience as they dont eat much Cadbury chocolate compared to the
younger audience.
TIMELINE
The advert will be 20 seconds long and it will consist of a brief history of Cadbury
and in the first seconds, up to 3 it will show John Cadbury taking a bite out of the
dairy milk bar secondly from 5-15 seconds it will show John Cadbury and his suit
will change from black to purple and will say pure excellence then for the last
five seconds it will show a promo screen for the 100g milky bar stating the
promotional price.
Justification
This advert will make lots of money for Cadbury as it will make the 100g dairy
milk sell a lot more units, this is because it will show the history of the product
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ANDREW GILLESPIE

UNIT 2 ASSIGNMNT 2

17/06/2016

and the date it was invented. It will make millions of not billions for the company
as it is a unique advert design.
GLOSSARY
Dairy milk A Sweet plain chocolate bar that is loved by kids
Audience the people the advert is aimed at.
Pensioner- an elderly person
CONCLUSION
in conclusion I think that the advert will be very successful compared to the
other Cadbury adverts. As it will actually make sense where the company has
gone with it. I also think that it shows a brief bit in history on which chocolate as
we know today was made.

ANDREW GILLESPIE