Advertising Campaign

Television Campaign

Source, Message, Positioning, KCI

Prasad Bhat MM-12-02

 Cadbury India has launched a digital campaign to establish the new and softer version of the Cadbury 5 Star This TVC mainly focuses on the Humor Emotional Appeal This causes consumer to

Watch
Laugh Remember The digital campaign comprises of 10 films by Ogilvy & Mather that were created in October and has been released from Jan 2014 http://www.youtube.com/watch?v=5iXhA7_tchw http://www.youtube.com/watch?v=gulNh_DxiBs

 Source Inanimate objects Message Conveying feelings with the help of the softer Cadbury 5 Star and the golden words No Hard Fillings The ad shows each paired thing either mocking the other or expressing regret for committing a bad deed. Since each of these objects tend to have a negative affect on the other, they later atone for it by presenting their partners the delightful Cadbury 5 Star Chocolate Bar
Message sidedness : One-sided mentions only benefits. Non Refutation as where this ad does not presents both strong and weak points and then refutes

Order of presentation : Climax

Medium TV Commercials

 Brand Positioning Gifting Frame of Reference : soft and chewy Chocolate Point of Difference : More Softer than others

Advertising Idea No hard Feelings broadcasts 5 Stars launch of a Softer variety of Chocolate
Key Consumer Insight Improved recipe as softer texture As soft and chewy product are the major drivers of consumer preference for this sub-category of chocolates

Before Saying thank you

Lets watch one more ad..

Which I liked the MOST!!! http://www.youtube.com/watch?v=DmE7y5iNjyk