Cadbury

2181 Words Apr 18th, 2014 9 Pages
Contents

Introduction

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
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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

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