Cadbury is fundamentally changing its advertising strategy by ploughing
pounds 8m into its first master brand campaign - a move reminiscent of
Heinz’s investment in umbrella ads.
The idea of a ‘Cadburyness’ campaign in the UK has been under
consideration for a decade. Similar campaigns have already run in
Australia, Argentina and Ireland.
Dublin agency Peter Owens, which produced the Irish campaign, was picked
to create the radical new UK ads over the heads of UK roster agencies
Euro RSCG Wnek Gosper and GGT.
Cadbury marketing director Alan Palmer said he wants to ‘bring some
passion’ to the static chocolate market in the same way the snacks and
ice-cream sectors have been invigorated in recent years.
The umbrella campaign starts this Friday during the break of the first
episode in the confectioner’s pounds 10m sponsorship of Coronation
Street, which is itself surrounded by promotional activity.
Cadbury has used animation company Aardman to create a chocolate
Coronation Street set to use as bumper credits for the show. The action
in the credits will change every few months. In the future, said Palmer,
the firm would try to integrate Coronation Street characters and long-
term themes of the storyline into the visuals.
Triangle Communications has designed a cross-brand promotion to link the
sponsorship credits with Cadbury products, creating the first
interactive sponsorship. Consumers can win a total of pounds 25,000 by
looking out for a purple object on the ten-second credit at the end of
Coronation Street and matching it to an icon on the inside of the
packaging of the chocolate bar.
The company is also planning to spend pounds 8.5m on brand-specific
advertising in the crucial period between September and December, when
38% of chocolate sales are made. This figure is well up on last year’s
spend of pounds 5.88m over the same period, bringing it back in real
terms to 1994’s level of pounds 7m.
This figure includes a pounds 3m campaign to support the introduction of
a new countline, Fuse.