Cadbury has for years Flirted with Campaigns that have Moved away from its Core ‘Chocolate’ Message. Now, with its Latest ad Series, is Cadbury Returning to its Original theme? a Summary 4PS B&M review
There are few food items people feel as passionate about as their love for the “sweetness” of candies, desserts and chocolates. Many years ago when we first saw the ad of a girl dancing on the cricket field and tucking into her chocolate, we knew that there was “Kuch khaas” in Cadbury. That moment has continued to live on as consumers are still dancing to the tunes of the Cadbury brand today.
Cadbury Dairy Milk has enjoyed a long and celebrated history of consumption in India even as it has always been in stiff competition with rival Nestle. Cadbury enjoys a market share of over 70% – the highest Cadbury brand share in the world – with flagship Dairy Milk enjoying 30% of the market share. The size of confectionery market in India is Rs 4,500 crore – double that of the chocolate market, which is closer to Rs 2,000 crore, estimate industry observers. Confectionery, too, is growing at a steady clip of about 15%. Naturally, the billion-dollar Cadbury Dairy Milk brand is considered the “gold standard” for chocolates in India.
Yet, chocolate penetration in India is as low as 6-7% and so there exists a huge potential to grow. With its sustained advertising, churning out new campaigns year after year and increasing its ad spends too, Dairy Milk has been able to connect with large swathes of consumers across various demographics over the years. Over the last six decades that it has been in India, Cadbury Dairy Milk has given numerous reasons and opportunities to celebrate joyous occasions in the company of its toothsome chocolates. Right from the “Real Taste of Life” to the latest “Meethe mein kya hai?” the brand’s campaigns have all through dinned the message about chocolate consumption and new reasons for doing so.
The new “Meethe mein kya hai?” campaign is an attempt to propagate the brand as a preferred option for dessert. Considering the Indian household’s tradition of having something sweet after a wholesome dinner, the brand’s latest campaign uses this insight to increase consumption of chocolate in homes, as opposed to impulse purchases only. The ad has been created by Ogilvy’s National Creative Director Abhijit Avasthi and carries a simple but subliminal message: “Most of us feel the urge to have something sweet (Kuch meetha) after a meal. So after your meals when you ask you wife/mom, ‘Meethe mein kya hai?’ we want them to serve Cadbury Dairy Milk!”. Cadbury has been the pioneer in introducing consumers to the art of enjoying chocolate. The brand is known for its campaigns that induce consumers to increase the frequency of chocolate consumption. Back in 1998, when a lot of adults were still seeking justification for chocolate indulgence, Cadbury came out with “Khane ka bahana” campaign. The campaign fetched the brand a larger consumer base by trotting out another convincing reason to tickle the sweet tooth. Then came the ‘Pappu pas ho gaya’ and ‘’Miss Palampur” campaigns with occasion-based themes that helped create a special space for the brand during moments of celebration and amongst large communities. The message behind Pappu pas ho gaya has been lapped up by consumers and is today used extensively to express joy in a moment of achievement and success. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk.
There are few food items people feel as passionate about as their love for the “sweetness” of candies, desserts and chocolates. Many years ago when we first saw the ad of a girl dancing on the cricket field and tucking into her chocolate, we knew that there was “Kuch khaas” in Cadbury. That moment has continued to live on as consumers are still dancing to the tunes of the Cadbury brand today.
Cadbury Dairy Milk has enjoyed a long and celebrated history of consumption in India even as it has always been in stiff competition with rival Nestle. Cadbury enjoys a market share of over 70% – the highest Cadbury brand share in the world – with flagship Dairy Milk enjoying 30% of the market share. The size of confectionery market in India is Rs 4,500 crore – double that of the chocolate market, which is closer to Rs 2,000 crore, estimate industry observers. Confectionery, too, is growing at a steady clip of about 15%. Naturally, the billion-dollar Cadbury Dairy Milk brand is considered the “gold standard” for chocolates in India.
Yet, chocolate penetration in India is as low as 6-7% and so there exists a huge potential to grow. With its sustained advertising, churning out new campaigns year after year and increasing its ad spends too, Dairy Milk has been able to connect with large swathes of consumers across various demographics over the years. Over the last six decades that it has been in India, Cadbury Dairy Milk has given numerous reasons and opportunities to celebrate joyous occasions in the company of its toothsome chocolates. Right from the “Real Taste of Life” to the latest “Meethe mein kya hai?” the brand’s campaigns have all through dinned the message about chocolate consumption and new reasons for doing so.
The new “Meethe mein kya hai?” campaign is an attempt to propagate the brand as a preferred option for dessert. Considering the Indian household’s tradition of having something sweet after a wholesome dinner, the brand’s latest campaign uses this insight to increase consumption of chocolate in homes, as opposed to impulse purchases only. The ad has been created by Ogilvy’s National Creative Director Abhijit Avasthi and carries a simple but subliminal message: “Most of us feel the urge to have something sweet (Kuch meetha) after a meal. So after your meals when you ask you wife/mom, ‘Meethe mein kya hai?’ we want them to serve Cadbury Dairy Milk!”. Cadbury has been the pioneer in introducing consumers to the art of enjoying chocolate. The brand is known for its campaigns that induce consumers to increase the frequency of chocolate consumption. Back in 1998, when a lot of adults were still seeking justification for chocolate indulgence, Cadbury came out with “Khane ka bahana” campaign. The campaign fetched the brand a larger consumer base by trotting out another convincing reason to tickle the sweet tooth. Then came the ‘Pappu pas ho gaya’ and ‘’Miss Palampur” campaigns with occasion-based themes that helped create a special space for the brand during moments of celebration and amongst large communities. The message behind Pappu pas ho gaya has been lapped up by consumers and is today used extensively to express joy in a moment of achievement and success. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM in sync with the best of the business world.......
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
No comments:
Post a Comment