Cadbury advertising campaign Case study.

This research will give me some knowledge about advertising campaigns and their simularities and differences.

Cadburys in the last 145 years have made over 20 main different chocolate bars/ sweets with many variations of each one. Throughout the creation of these different products there have been many adverts. Many of these adverts are different then each other and each individual product has its own advertising campaign with different techniques.

Cadbury’s first product was Cadbury’s Essence (1865).

However one of the first advertising campaigns was Flake which was invented in 1905. The advert is in black and white and the campaign was known as ‘the Flake Girl advert’. This advert shows a young woman eating a flake in a sensual way. This advert however was taken off air due to complaints and controversy.

There have been many other advertising campaigns that have also been effective in other ways. This advert was popular and memorable for its sex appeal. 

Campaign/ advert	Screenshot	Description
Dairy milk Gorilla		This advert is memorable because of its humour and superfluousness. The campaign is a gorilla playing the drums to well known songs such as ‘In The Air Tonight’ and ‘Total Eclipse of the Heart’. The advert was most memorable for the fact it isn’t relevant to the product and it is only mentioned at the end.
Dairy Milk Eyebrows		Same campaign as the advert before. This advert is about a boy and a girl moving their eyebrows to the beat of the music (Don’t stop the rock). This advert is similar to the Gorilla advert because it is quite random and funny. It has been viewed over four million
Crème egg ‘How do you eat yours?’		This campaign started in 1985 it show different ways people eat their eggs. This advert uses sensory appeal by showing ways of eating them.
Dairy Milk Fair-trade		In 2009 dairy milk was Fair-trade certified. This means that dairy milk use products with consideration to poorer countries to make sure the workers from these countries get paid fairly. There are few of these adverts showing that Dairy Milk has joined fair-trade. For example one if the adverts shows people dancing in the streets as a giant totem head moves around covered in cocoa beans. This advertising campaign is completely different to the other dairy milk adverts because it is less humorous and more about showing that they are Fair-trade certified.
Fudge ‘Is just enough’		This advert is more directed to children and parents of the children. Through this advert there is a song playing through (‘a finger of fudge is just enough to give your kids a treat’) This was a famous slogan that is remembered. Both the slogan and the jingle make this advert memorable.

Conclusion: I have learnt that one company can have many different products and these individual products have many variations and there fore different advertising campaigns. I have also learnt that each advert uses techniques as humour and sensory appeal to show their product. Also some of their adverts use jingles and slogans to make their adverts more memorable.