Cadbury Dairy milk - A glass and a half full of joy ad campaign
Dairy milk chocolate
These were a series of adverts made by the chocolate bar company, Cadbury to promote joy in their products, these were done via advertising on tv and billboard advertising.
The tv adverts they made were remembered as one of the most iconic of all time, with the Gorilla advert and the eyebrows advert, these were what put attention to Cadbury in the media, because people were constantly talking about it to others, therefore getting the brand even more attention. these adverts were put onto YouTube along with the release of them on the tv, as YouTube wasn't really popular back then, they needed something to get peoples attention, and So they started having banner adverts being on the side of websites. this would get people already familiar with the brand as well as newcomers as people who already know about this character would understand what it was about and people who hadn't seen it before might take and interest in the brand and the character being played in the adverts, which could then led the to look up the advert.
Social media advertising-
Along with the newspaper and YouTube promotion, the unwrap joy campaign was the social media version of a glass and a half full of joy, this term was used instead as it was a lot shorter and therefore was easier for people to follow the hashtag and make it trending.
This was also used on social media at the time on sites such as Facebook to promote the new message in the adverts, the 3 simple words caught peoples attention this was first placed onto social media as it was attracted people to the brand because they could imagine the experience from having the product.
Advert campaign
The adverts are all part of the same campaign and try to make the viewer envision what its like to have dairy milk, it also would make people want to buy the chocolate from a comedy perspective these are all the adverts from the campaign with images and YouTube links.
Gorilla advert:
https://www.youtube.com/watch?v=Wlcp0aCjo0o
Eyebrows advert: https://www.youtube.com/watch?v=4lmjln5D09A
Dancing clothes advert: https://www.youtube.com/watch?v=ysBN_cZbiJ0
Airport race advert https://www.youtube.com/watch?v=biWhtZXlb7s
Audience
The advert campaign is aimed towards everyone rather than a specific audience, for example children can enjoy the adverts just as much as adults can, this is due to the product being chocolate that appeals to all ages, as well as the upbeat music that provides a sense of joy.
the brand itself is also very children friendly as its a simple purple background with basic white text, that allows fo it to be understood by the everyone target market. the adverts are also memorable for children, who might've taken to the gorilla advert especially, as it has something that sticks in peoples mind. and when adults hear it on the radio, they might think of the cadbury advert.
Adverts message
All these adverts have the same message, that the product gives you the joy, these adverts impertiular have high energy music in the background as well as recognisable songs, these are all pushing the recognition of certain songs and relating them to the advert, for example the gorilla advert is a good example of a popular song that is instantly recognisable to the viewer. this helps with recognition of a brand or artist and relating it to a specific thing that they saw, so the next time they hear the song on the radio, then they can relate it to the advert or the next time they see a banner for the advert or the advert itself, they can recognise the song that goes along with it.
Consistent messaging in the advertsFor these adverts, it is important that the adverts all have the same consistent message so people can recognise the brand name before it comes up on the same, brand association is key for advertising because the whole point of advertising is to make the viewer want whatever you are trying to sell, and so making the adverts as instantly recognisable as possible, or creating a fun factor around the advert that makes people want to see what the product is that's being advertised. in order to sell the message they used recognised songs and catchy/humorous videos to draw in the viewer and make them want to know what the product is, for example the eyebrows advert is a use of humour to make the viewer entertained by the advert, it could also make people fell uneasy due to the weirdness of the advert itself, either way it shows that both ways, people would still stay to see what the advert was about.
The airport advert was catchy in the way it was made specifically by being upbeat, fast and fun, it creates a sense of excitement within the viewer. The stats back up the adverts with brand recognition going up to 60% and brand involvement going up to 50%. this shows that only is the brand becoming more recognisable, but they also are being involved in more brand deals, merchandise for example would work because people would buy something from the adverts for example a gorilla toy with the Cadbury branding.
Cadbury gorilla toy sold on their website- which is sold out
Cadburys product range
Cadbury offer alot of different types of chocolate most of these consist of a milk chocolate, either with a filling like the caramel, honeycomb found in crunchies and fruit and nut.
They also have alot of other products besides the classics, for example they have entire caramel bars and they're dark chocolate range known as Bournville
These are just some of the many products that Cadbury do, as they also own alot of other brands such as Oreo and schweppes.
Any Cadbury classic chocolate bar for the standard 50g bar is around 80P, with the 180G bars around the £2 mark.
Sales after the campaign
the sales after this campaign rose by 9% a week due to the popularity of the adverts, I struggled to find the overall numbers in terms of pound profit, however the 9% rise suggest a rise of at least millions of pounds in profit from the campaign alone, this along with the merchandise sold by the company on the website, led to there being a lot more in profits.
Seat Leon 2020 advertising campaign
The Advert
For seats new Leon in 2020, they released an advert detailing what went into the cars manufacture. they also created social media advertising as well as billboard. the advert they showed has shots of the car and what the car had to offer. things like the full led headlights, the Bold exterior design and the coast to coast rear light being the main selling points of this car, they also use the slogan choose brighter at the end, this is referring to the lights and how choosing the brighter path will make it seem like a standout choice from the rest of the car market.
This could also refer to the start of the advert when they show it lighting up the dark roads.
They also have made a longer advert about the car, displaying how you can get it in an e-hybrid with 60km electric power along with 204HP total. the selling point of the car is to be different as displayed on the advert, they show people who are born bright, different and bright, all of these factor into the car being different and bold from the rest.
It shows people what they would get throughout the advert with the car, it displays the cars as the people, further reflecting how much of a push they have on the car being different.How its advertised on social media
the car is advertised on social media and billboards as a really nice car that in a way can blend into the night time environment, they display this by putting it in a dark room with dark red lighting. this creates a classy effect to the advert as it shows how nice it can look in the right condition, it also looks really good on social media, as the colour used could draw peoples attention. Billboards are a good way to show off the car as well, and this on a billboard would look really good, so people sitting in traffic with an older seat Leon or another seat, could look at that and feel like they are missing out on the newest model.
The audience
The audience of this advert is mainly for customers that like seat cars and have an older model of the one advertised, it is advertised in a way that speaks to the customer like they already know what seats about and what they do best, the advert however doesn't exclude potential new customers, the advert shows the clear benefits of the car and why a new customer would want to buy a seat over there other model of car. The audience age would be 25-35 as these would be the people most invested in the new technologies that the care uses, they would also be the typical age in which they could afford something like this.
Overall message of the advert
The overall message is that the car is different from the rest and by owning it, you would be different from the rest of the car owners, they also show how the car stands out in a city setting, in the advert they like to make it futuristic, they do this by showing it in a futuristic city setting. and making its lights light up the street, it also would give the message off to existing customers that this car is better, brighter and more in line with the future than the previous models, it would also act as a persuasion for potential new customers that could be looking to switch over to seat. they keep relating to the word bright in the advert, this relates to the design of the car being a new bright innovation that everyone needs in their life, giving off a missing of fear factor. the advert always shows a bright background setting when the word bright comes on screen, this is to really show what they mean and make the message as obvious as possible.
Message consistency
The consistency of the message is to show people the cars features such as the back lights and the electric features. It also keeps the message of being different compared to anyone else, which if that's what the person is looking for then they could see this car as a potential option.
The message also drives home the fact that its a whole new experience, for example the born bright section of the advert will be relating to how the car was made, the tag line its a whole other story suggests that this car model in-reticular sets it out from the rest, this is down to the E-hybrid part which is different from other seat models that already exist.
Success of the advert
Even though the car was showcased in 2020, it didn't come out until 2021, this is due to the pandemic and everything being halted. in 2020 however they recorded a loss of 20%, in 2021 however after this car released, seat had 470,500 cars sold and made a percentage profit of 10.3%, this shows that seats recovery was clearly well done and the car had a big part to play in that, it mostly comes down to people being excited for the new cars and being able to get back out again. overall this campaign was a success and it really helped seat grow back into a bigger company and make up for their losses from Covid.
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