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Cadbury has predominantly used morals, principles and emotional inclusivity along with
social and cultural under tones to advertise its products. Its advertisements aimed at
influencing the consumer behaviour in its direction for which it uses socially, politically and
emotionally charged advertisements. Cadbury has had a lot of successful advertisements.
In 2003 before Diwali a customer complained of finding a worm in his Dairy milk chocolate
as a consequence all the stock of this chocolate was ceased. To get out of this controversy and
reinstate the faith of the customers in the product approached Amitabh Bacchant and “Kuch
Meetha Ho jaaye” advertisement came into existence. It was aimed at conveying the
message of using chocolate as a substitute for “sweets” as well as encouraging the consumers
to buy chocolates on joyous events.
“Kuch Meetha Ho Jaye, Kuch Accha Ho jaye” is an advertisement that takes the brand
back to its roots of humility and generosity. Displaying the love and affection of an elder
brother towards his younger sibling. The advertisement shows the elder brother giving away
his Dairy milk to the younger sibling with him knowing about the same.
Recently Cadbury put out a reimagined version of its 1993 “Kuch Khass Hai” cricket
advertisement, by switching the role of the batsman. Putting a woman in the newer version of
the advertisement as the batsmen. Promoting gender inclusivity and equality. This
advertisement was done for honouring the female athletes and promoting gender inclusivity
and equality.
“Not Just a Cadbury Ad” too is an amazing opportunity that Cadbury has put in front of
the average consumers. This advertisement informs the people that they can make Shah Rukh
Khan the brand ambassador for their local store or shop. This was achieved through the help
of AI where in the face and the voice of Shah Rukh is reconstructed so as to say the required
names of the shops. For this the consumers were to fill a form with required details and the ad
would be made available. This was done so as to provide the smaller local stores some boost
so that they may be able to recover from the Covid hit on their businesses.
The advertising strategy of Cadbury has been so affective and impactful with context to the
Indian market that an average Indian consumer asks for Cadbury when he wants to buy a
“chocolate”.
Social Media Marketing
The products that Cadbury provides translates well into the social media marketing structure
as it is catered primarily towards kinds, young adults and adults all of which are active on
various social media platforms.
A common theme in the social media handles of Cadbury are the regular updates of, brand
related content to keep the followers engaged and up to date with the latest developments.
Along with this there are various product promotion and marketing activities that take place
in the social media platforms especially at times of a new variant.
Unlike a lot of other brands Cadbury is not into big-time influencer marketing. It used
influencer marketing around August 2019 in India with for the Madbury campaign with Ben
Ungermann (Master Chief Runner-up). This created a lot of influencer engagement and it
created views of around 2.5 million with a probable INR 5-10 lakhs of media worth.
Personal Selling
Cadbury does not use a lot of personal selling tools. The closest it comes to personal selling is
through e-mail marketing. Cadbury had implemented it well at the time of launching of
Cadbury Dairy Milk Silk. It positioned the chocolate as a premium product and wrote
messages to the customers explaining their new product Silk. Trying to keep this activity
interactive they kept a check on the reply to the messages as well as kept a toll free number
for any further dialogue.
Public Relations
One of the most important tool to help build credibility and reliability towards a brand is PR.
It is a key tool in providing an indirect push to the customer towards the purchase of the
product.
Cadbury partnered up with the Mumbai Indians as their “Goodness partner” and proposed to
double the amount of runs scored by the team in every match it played and provide the sum
as a health Insurance to daily wage earners through its NGO Nirmana.
Cadbury partnered up with Pratham Education Foundation under the “Kuch Meetha Ho
Jaaye” campaign. Which aimed to explore the inherent goodness in us. The main aim was to
provide education to the children of rural area wherein the availability is not that much
present of the internet. Taking forward the spirit of generosity.
Campaign
Cadbury has always been able to integrate morals and principles in its advertisement and has
delivered socially relevant campaigns. One of such campaign was the “heart the hate
campaign”. It tries to sensitize the gen Z consumers to cyber hate and encourages its
audience to be more sympathetic to others. A bit of concern from a friend at hard times goes
a long way. In a poll conducted by Cadbury of, 1.7 lakh participants 42% admitted of being
bullied and out of them 55% were not supported by their friends. This campaign is being
backed by a good amount of influencer reach as well as the brand had partnered up with
leading cyber psychologist.
Another great campaign created by Cadbury was the madbury campaign. This campaign
helped in increasing the customer engagement. According to this campaign the participants
were required to come up with two ingredients, from the ones given on its site to create a new
Cadbury Dairy milk chocolate. This also provides the winners to name the chocolate bar
created by them as well as the privilege to be named as the creator of that bar.
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