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CHRISTMAS 2020
1. Problem
2. Audience
3. 4Cs
4. Insight
5. Strategy
6. Idea
7. Executions
AGENDA
Sell more Cadbury in the lead up to Christmas
and simplify its holiday campaign & offering.
BRIEF IN A TWEET
OUR ENEMIES
Christmas is a time to indulge and act generously.
Which means people don’t buy Cadbury at Christmas, because they feel like
anyone can buy it for themselves anytime of the year.
This ‘ordinariness’ is a problem, because unlike Easter, chocolate plays a
minor role in Christmas celebrations, meaning it needs to feel extra ‘festive’
to be considered useful.
PROBLEM
Make Cadbury chocolate feel special at Christmas.
OBJECTIVE
AUDIENCE
Source: 1:1 Qualitative interviews with 7 participants. *Name & photo changed at participant’s request
Judy
EMPTY NESTER
PRE-KIDS POST-KIDS
Karen*
MUM OF 2 TWEENS
Sophia
MUM OF A NEWBORN
Nemo
YOUNG INDEPENDENT
“KIDS HAVE MOVED OUT,

SO CHRISTMAS IS QUIET”
“CHRISTMAS IS LOW-KEY,

JUST FAMILY + KIDS”
“WE’RE GOING ALL OUT FOR

LEO’S FIRST CHRISTMAS”
“CHRISTMAS IS A TIME

TO LET LOOSE WITH MATES”
MORE INTERESTING TREATS
OVER CHOCOLATE AT XMAS
CHOCOLATE IS SOMETHING
SMALL FOR THE SIDE GIFTS
CHOCOLATE IS A BAD GIFT

THAT SHOWS NO THOUGHT
CHOCOLATE ISN’T PART

OF CHRISTMAS FOR ME
Judy
EMPTY NESTER
PRE-KIDS POST-KIDS
Karen*
MUM OF 2 TWEENS
Sophia
MUM OF A NEWBORN
Nemo
YOUNG INDEPENDENT
AUDIENCE
“KIDS HAVE MOVED OUT,

SO CHRISTMAS IS QUIET”
“CHRISTMAS IS LOW-KEY,

JUST FAMILY + KIDS”
“WE’RE GOING ALL OUT FOR

LEO’S FIRST CHRISTMAS”
“CHRISTMAS IS A TIME

TO LET LOOSE WITH MATES”
PRIMARY: “Mums = the organisers of Christmas”

Biggest social network to manage:

kids, teachers, work, friends, immediate & extended family.
MORE INTERESTING TREATS
OVER CHOCOLATE AT XMAS
CHOCOLATE IS SOMETHING
SMALL FOR THE SIDE GIFTS
CHOCOLATE IS A BAD GIFT

THAT SHOWS NO THOUGHT
CHOCOLATE ISN’T PART

OF CHRISTMAS FOR ME
Source: 1:1 Qualitative interviews with 7 participants. *Name & photo changed at participant’s request
?
CONSUMER
COMPANY CATEGORY
?
? ?
CULTURE
IT’S BEEN A HARD YEAR
AND IT’S ONLY MAY
Source: Sydney Morning Herald (31 March 2020)
WHEN IT ROLLS AROUND…
CHRISTMAS SHOPPINGCHRISTMAS LIGHTS
QUEEN’S ADDRESS WORK PARTIES GATHERINGS
HOLIDAY MOVIES & MUSIC
THE FINALE TO A
DIFFICULT YEAR
CONSUMER
COMPANY CATEGORY
CULTURE
? ?
?
LET’S PLAY CHRISTMAS AD BINGO
GOLDEN SPARKLESMAGIC REALISMFANTASY FEASTSA SPECIAL DAY
LINDT
FERRERO ROCHER
WOOLWORTHS
WOOLWORTHS
LINDT
ALDICOLES
WOOLWORTHS
FERRERO ROCHERIGA
COLES
ALDI
REAL FESTIVITIES
LEAD UP AT HOME RELAXING WORK CELEBRATIONS
AFTER DINNER

CHRISTMAS MOVIES
SETTING UP

THE TREE
CHRISTMAS PARTIES
SECRET SANTASCHRISTMAS

DRIVES
LOW-KEY

FAMILY TIME
SHOWING THANKS
GIFTING

TEAMMATES
BEACH/POOL
TIME
CHRISTMAS

CARDS
SMALL

GESTURES
Source: 1:1 Qualitative interviews with 7 participants. Collage association exercise.
LEAD UP AT HOME RELAXING WORK CELEBRATIONS
AFTER DINNER

CHRISTMAS MOVIES
SETTING UP

THE TREE
CHRISTMAS PARTIES
SECRET SANTASCHRISTMAS

DRIVES
LOW-KEY

FAMILY TIME
SHOWING THANKS
GIFTING

TEAMMATES
BEACH/POOL
TIME
SMALL

GESTURES
CHRISTMAS

CARDS
GROWTH OPPORTUNITY = 

ACQUAINTANCES
CADBURY ALREADY OWNS

CHOCOLATE AT HOME
REAL FESTIVITIES
THE FINALE TO A
DIFFICULT YEAR
CONSUMER
COMPANY CATEGORY
CULTURE
BREAK AWAY FROM 

CHRISTMAS FANTASY
?
SAY THANKS

TO ACQUAINTANCES
MORE GENEROUS THAN WE THINK
+GENEROSITY AFFORDABILITY
THE FINALE TO A
DIFFICULT YEAR
CONSUMER
COMPANY CATEGORY
CULTURE
SAY THANKS

TO ACQUAINTANCES
A GESTURE ANYONE

CAN AFFORD
BREAK AWAY FROM 

CHRISTMAS FANTASY
BUT THERE’S ONLY ONE ISSUE…
“Chocolate is a bad gift, it’s
basic and doesn’t have
meaning or show thought”
- SOPHIA
(young mum)
SOME GOOD NEWS
“A good gift doesn’t have
to be big as long as it’s
personal and observant”
- JUDY
(empty nester)
INSIGHT
People gift chocolate when they don’t know what else
to give someone, but still want to show they’re thinking of them.
STRATEGY
Australians who celebrate ChristmasGET
TO
BY
Buy more seasonal Cadbury in the lead up
Making Cadbury a thoughtful gift for people at Christmas by
making chocolate the vehicle for personal gratitude
PROPOSITION
GIVE THE GIFT OF GRATITUDE
IDEA
THANK YOU CARDS
TVC: “Last day of term”

SCRIPT:
We open on a mother and daughter in the chocolate aisle of a modest supermarket. The
girl looks 9 years old and is wearing a public school uniform. We see her pointing to
something unseen on the shelf and saying ‘that one, mum’.
It’s nighttime. At the dinner table, we see the girl finishing a Cadbury Thank You card,
sealing it in a purple envelope with a big lick, and carefully sliding it into her school
backpack.
Fast forward to school pickup the next day. As a swarm of kids rush out the classroom
door, the girl shyly approaches her kind teacher - and older lady.
Quietly, the girl hands over the purple envelope with a box of Cadbury. She speaks:
“Thanks for helping me this year”
The teacher opens the card and smiles warmly.
Alone in the classroom, they share a high-five.
VO/Supers:
This Christmas, say it with Cadbury.
Find our thank you cards and chocolates in store.
End frame:
A glass and a half in everyone.
Experiential: “Pay For it With Gratitude”
IDEA:
In the weeks leading up to Christmas, we will have a special Cadbury Mail
Truck visiting popular family destinations such as supermarkets and
shopping centres. Cadbury “Mail” persons will be offering iconic, purple
Cadbury stationary to shoppers, and in exchange for writing a handwritten
‘Thank You’ note to someone special, Cadbury will ship that person a gift
of chocolate on your behalf, at no additional cost.
Mrs. Henderson
2 Allen St
Waterloon, NSW
2017
OOH: "THANK YOU LIST”
IDEA
To intercept the Christmas shop, we will use OOH
to get mums thinking about who they need to buy
something small for.
We will appear in the places where mums organise
Christmas, or associated with people on their gift
list - eg:
- Supermarkets
- Shopping centres
- School zones
COPY
Who’s on your thank you list?
[Copy swaps in & out]
- Teachers
- The Postie
- The babysitter
- My teammates
- Soccer coach
- Neighbours
WHO’S ON YOUR
THANK YOU LIST?
BABY SITTER
SUPERMARKETS / POINT OF SALE:
Reference visual only, requires design
NOVELTY CHRISTMAS

DISPLAYS
To activate sales in store, we will install novelty
Cadbury displays in select supermarkets in suburbs
that tend to celebrate Christmas.
These displays will showcase Cadbury’s Christmas
range, Thank You Cards & Dairy Milk bars together
- and borrow from the truck design in the
Experiential.
PURPOSE
Kids writing cards

to friends at school
Gifts to adult

acquaintances
Celebrate at home / 

low key festivities
REFERENCE

VISUAL
PRODUCT
30 mini Santa Freddos + 

30 Cadbury greeting cards + 

novelty postal sack
Gift-wrapped Dairy Milk minis

+ 1x Cadbury greeting card
Seasonal updates to 

existing Cadbury packaging +
Advent calendars
PRODUCT & PACKAGING: CAMPAIGN TIE-INS

To simplify the campaign, and help mums give thoughtful (but no-hassle) gifts at Christmas, we suggest narrowing Cadbury’s
Christmas range to a few hero products, each with a clear purpose for mums.
WHY IT WORKS
AN THOUGHTFUL AND
AFFORDABLE GIFT
BREAKS AWAY FROM

THE CATEGORY
STAYS TRUE TO

BRAND PROMISE
Product becomes a novelty
at Christmas, perfect for
small gestures
Stands out from the fantasy
conventions of food advertising
at Christmas
Another chapter in 

Cadbury’s narrative; restoring

kindness & generosity
WORKS ACROSS THE FULL

PATH TO PURCHASE
Right message at

the right moments in 

shopper journey
QUESTIONS?
AWARENESS CONSIDERATION CONVERSION ADVOCACY
- TVC
- Experiential & PR
- OOH
- Store displays
- Store displays
- Product & packaging
- Experiential

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Cadbury Christmas - Miami Ad School Brief 3

  • 2. 1. Problem 2. Audience 3. 4Cs 4. Insight 5. Strategy 6. Idea 7. Executions AGENDA
  • 3. Sell more Cadbury in the lead up to Christmas and simplify its holiday campaign & offering. BRIEF IN A TWEET
  • 5. Christmas is a time to indulge and act generously. Which means people don’t buy Cadbury at Christmas, because they feel like anyone can buy it for themselves anytime of the year. This ‘ordinariness’ is a problem, because unlike Easter, chocolate plays a minor role in Christmas celebrations, meaning it needs to feel extra ‘festive’ to be considered useful. PROBLEM
  • 6. Make Cadbury chocolate feel special at Christmas. OBJECTIVE
  • 7. AUDIENCE Source: 1:1 Qualitative interviews with 7 participants. *Name & photo changed at participant’s request Judy EMPTY NESTER PRE-KIDS POST-KIDS Karen* MUM OF 2 TWEENS Sophia MUM OF A NEWBORN Nemo YOUNG INDEPENDENT “KIDS HAVE MOVED OUT,
 SO CHRISTMAS IS QUIET” “CHRISTMAS IS LOW-KEY,
 JUST FAMILY + KIDS” “WE’RE GOING ALL OUT FOR
 LEO’S FIRST CHRISTMAS” “CHRISTMAS IS A TIME
 TO LET LOOSE WITH MATES” MORE INTERESTING TREATS OVER CHOCOLATE AT XMAS CHOCOLATE IS SOMETHING SMALL FOR THE SIDE GIFTS CHOCOLATE IS A BAD GIFT
 THAT SHOWS NO THOUGHT CHOCOLATE ISN’T PART
 OF CHRISTMAS FOR ME
  • 8. Judy EMPTY NESTER PRE-KIDS POST-KIDS Karen* MUM OF 2 TWEENS Sophia MUM OF A NEWBORN Nemo YOUNG INDEPENDENT AUDIENCE “KIDS HAVE MOVED OUT,
 SO CHRISTMAS IS QUIET” “CHRISTMAS IS LOW-KEY,
 JUST FAMILY + KIDS” “WE’RE GOING ALL OUT FOR
 LEO’S FIRST CHRISTMAS” “CHRISTMAS IS A TIME
 TO LET LOOSE WITH MATES” PRIMARY: “Mums = the organisers of Christmas”
 Biggest social network to manage:
 kids, teachers, work, friends, immediate & extended family. MORE INTERESTING TREATS OVER CHOCOLATE AT XMAS CHOCOLATE IS SOMETHING SMALL FOR THE SIDE GIFTS CHOCOLATE IS A BAD GIFT
 THAT SHOWS NO THOUGHT CHOCOLATE ISN’T PART
 OF CHRISTMAS FOR ME Source: 1:1 Qualitative interviews with 7 participants. *Name & photo changed at participant’s request
  • 10. IT’S BEEN A HARD YEAR AND IT’S ONLY MAY Source: Sydney Morning Herald (31 March 2020)
  • 11. WHEN IT ROLLS AROUND… CHRISTMAS SHOPPINGCHRISTMAS LIGHTS QUEEN’S ADDRESS WORK PARTIES GATHERINGS HOLIDAY MOVIES & MUSIC
  • 12. THE FINALE TO A DIFFICULT YEAR CONSUMER COMPANY CATEGORY CULTURE ? ? ?
  • 13. LET’S PLAY CHRISTMAS AD BINGO GOLDEN SPARKLESMAGIC REALISMFANTASY FEASTSA SPECIAL DAY LINDT FERRERO ROCHER WOOLWORTHS WOOLWORTHS LINDT ALDICOLES WOOLWORTHS FERRERO ROCHERIGA COLES ALDI
  • 14. REAL FESTIVITIES LEAD UP AT HOME RELAXING WORK CELEBRATIONS AFTER DINNER
 CHRISTMAS MOVIES SETTING UP
 THE TREE CHRISTMAS PARTIES SECRET SANTASCHRISTMAS
 DRIVES LOW-KEY
 FAMILY TIME SHOWING THANKS GIFTING
 TEAMMATES BEACH/POOL TIME CHRISTMAS
 CARDS SMALL
 GESTURES Source: 1:1 Qualitative interviews with 7 participants. Collage association exercise.
  • 15. LEAD UP AT HOME RELAXING WORK CELEBRATIONS AFTER DINNER
 CHRISTMAS MOVIES SETTING UP
 THE TREE CHRISTMAS PARTIES SECRET SANTASCHRISTMAS
 DRIVES LOW-KEY
 FAMILY TIME SHOWING THANKS GIFTING
 TEAMMATES BEACH/POOL TIME SMALL
 GESTURES CHRISTMAS
 CARDS GROWTH OPPORTUNITY = 
 ACQUAINTANCES CADBURY ALREADY OWNS
 CHOCOLATE AT HOME REAL FESTIVITIES
  • 16. THE FINALE TO A DIFFICULT YEAR CONSUMER COMPANY CATEGORY CULTURE BREAK AWAY FROM 
 CHRISTMAS FANTASY ? SAY THANKS
 TO ACQUAINTANCES
  • 17. MORE GENEROUS THAN WE THINK
  • 19. THE FINALE TO A DIFFICULT YEAR CONSUMER COMPANY CATEGORY CULTURE SAY THANKS
 TO ACQUAINTANCES A GESTURE ANYONE
 CAN AFFORD BREAK AWAY FROM 
 CHRISTMAS FANTASY
  • 20. BUT THERE’S ONLY ONE ISSUE… “Chocolate is a bad gift, it’s basic and doesn’t have meaning or show thought” - SOPHIA (young mum)
  • 21. SOME GOOD NEWS “A good gift doesn’t have to be big as long as it’s personal and observant” - JUDY (empty nester)
  • 22. INSIGHT People gift chocolate when they don’t know what else to give someone, but still want to show they’re thinking of them.
  • 23. STRATEGY Australians who celebrate ChristmasGET TO BY Buy more seasonal Cadbury in the lead up Making Cadbury a thoughtful gift for people at Christmas by making chocolate the vehicle for personal gratitude
  • 26. TVC: “Last day of term”
 SCRIPT: We open on a mother and daughter in the chocolate aisle of a modest supermarket. The girl looks 9 years old and is wearing a public school uniform. We see her pointing to something unseen on the shelf and saying ‘that one, mum’. It’s nighttime. At the dinner table, we see the girl finishing a Cadbury Thank You card, sealing it in a purple envelope with a big lick, and carefully sliding it into her school backpack. Fast forward to school pickup the next day. As a swarm of kids rush out the classroom door, the girl shyly approaches her kind teacher - and older lady. Quietly, the girl hands over the purple envelope with a box of Cadbury. She speaks: “Thanks for helping me this year” The teacher opens the card and smiles warmly. Alone in the classroom, they share a high-five. VO/Supers: This Christmas, say it with Cadbury. Find our thank you cards and chocolates in store. End frame: A glass and a half in everyone.
  • 27. Experiential: “Pay For it With Gratitude” IDEA: In the weeks leading up to Christmas, we will have a special Cadbury Mail Truck visiting popular family destinations such as supermarkets and shopping centres. Cadbury “Mail” persons will be offering iconic, purple Cadbury stationary to shoppers, and in exchange for writing a handwritten ‘Thank You’ note to someone special, Cadbury will ship that person a gift of chocolate on your behalf, at no additional cost. Mrs. Henderson 2 Allen St Waterloon, NSW 2017
  • 28. OOH: "THANK YOU LIST” IDEA To intercept the Christmas shop, we will use OOH to get mums thinking about who they need to buy something small for. We will appear in the places where mums organise Christmas, or associated with people on their gift list - eg: - Supermarkets - Shopping centres - School zones COPY Who’s on your thank you list? [Copy swaps in & out] - Teachers - The Postie - The babysitter - My teammates - Soccer coach - Neighbours WHO’S ON YOUR THANK YOU LIST? BABY SITTER
  • 29. SUPERMARKETS / POINT OF SALE: Reference visual only, requires design NOVELTY CHRISTMAS
 DISPLAYS To activate sales in store, we will install novelty Cadbury displays in select supermarkets in suburbs that tend to celebrate Christmas. These displays will showcase Cadbury’s Christmas range, Thank You Cards & Dairy Milk bars together - and borrow from the truck design in the Experiential.
  • 30. PURPOSE Kids writing cards
 to friends at school Gifts to adult
 acquaintances Celebrate at home / 
 low key festivities REFERENCE
 VISUAL PRODUCT 30 mini Santa Freddos + 
 30 Cadbury greeting cards + 
 novelty postal sack Gift-wrapped Dairy Milk minis
 + 1x Cadbury greeting card Seasonal updates to 
 existing Cadbury packaging + Advent calendars PRODUCT & PACKAGING: CAMPAIGN TIE-INS
 To simplify the campaign, and help mums give thoughtful (but no-hassle) gifts at Christmas, we suggest narrowing Cadbury’s Christmas range to a few hero products, each with a clear purpose for mums.
  • 31. WHY IT WORKS AN THOUGHTFUL AND AFFORDABLE GIFT BREAKS AWAY FROM
 THE CATEGORY STAYS TRUE TO
 BRAND PROMISE Product becomes a novelty at Christmas, perfect for small gestures Stands out from the fantasy conventions of food advertising at Christmas Another chapter in 
 Cadbury’s narrative; restoring
 kindness & generosity WORKS ACROSS THE FULL
 PATH TO PURCHASE Right message at
 the right moments in 
 shopper journey
  • 32. QUESTIONS? AWARENESS CONSIDERATION CONVERSION ADVOCACY - TVC - Experiential & PR - OOH - Store displays - Store displays - Product & packaging - Experiential