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The Advertising Message
The Advertising Message
The Advertising Message
manufacturer. Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their
segments. CIL is estimated to have a 65 percent share of the Indian chocolate market.
In this analysis, we examine some of the interesting aspects of Cadbury’s advertising strategy.
Chocolates have usually been viewed as something meant only for children. Perhaps realizing that
children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their
advertising since the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people
over 18 years of age.
The message that CIL seems to be attempting to put across is this: “In every adult, there is a child - let
that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth,
creamy, delicious chocolate”. This approach appears to be unique to Cadbury’s. CIL’s biggest competitor,
Nestle, often stresses the energy giving aspects of chocolate (for example, in advertising for Nestle
Charge), or on other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the
case of Nestle Bar One. Nestle specifically targets children in the advertising for Milkybar, its white
chocolate, again emphasizing its energy giving properties.
To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey
the message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.
Message Execution
Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’ - launched in the 90’s attempts to
capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate
to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in
the adult.
Cadbury’s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride
who nibbles at a Perk under her ‘pallu’. Cadbury’s Dairy Treat conveys its message through the mother
who refuses chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her
opinion about chocolates.
Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko Khane Ka Bahana Chahiye’, or ‘Reach for
the Stars’, are also used extensively, and to good effect in Cadbury’s advertisements.
Advertising Media
Television, the print media and posters have been the main media of communication for Cadbury’s
advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also
explored many new ways of getting their message across to the consumers.
Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop
stocking their chocolates. Since it is placed on the cash counter, it’s design offers visibility, ease
of vending, and protection from the elements. It is also placed in the most appropriate position to
cater to the impulse buyers. This ‘first’ from CIL has become so popular that is now the standard
design for all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator.
In high throughput outlets, the visicooler serves the need for cooling while still maintaining the
visibility of the product.
Jars: These are provided to small outlets, where they are prominently displayed.
Vending machines: These high visibility machines are provided at busy locations.
Presence in Amusement Parks: Cadbury’s also maintains a presence in many amusement parks
across the country, strengthening the association of its chocolates with ‘fun’ occasions.
Conclusion
2009
CADBURY'S: Creation
CADBURY: Castle
CADBURY: Glass
CADBURY: Karate
CLORETS: FISH
CLORETS: GARLIC
CLORETS: CHEESE
2008
2007