2. Cadbury’s current campaign issues
• Narrow target market –
focus on children
• Lacks the ability to engage
with people - too cartoonish
• Comparable to Nestle’s Willy
Wonka confectionary

3. Creative strategy
As the campaign is similar to
Nestlé's Willy Wonka brand, Cadbury moves
away from Joyville, and takes a new approach to
the joy theme.

4. Creative strategy- campaign
Focus on chocolate consumption & linking
Cadbury with the joy of eating chocolate with
others.
Feature ordinary people in real situations:
• Couple
• Family
• Friends

5. Creative strategy – target market
This idea can be marketed
to multiple target
markets, which suits the
Cadbury mass marketing
strategy used to
communicate with the
brand’s diverse range of
customers.

6. Creative strategy – tag lines
“A life time of joy”
“Eating chocolate doesn’t grow
old, even if you do…”

7. Creative strategy – imagery
• Couples stealing bars off each other
• Young children eating Freddos
• Older children building things out of chocolate
• Groups of teenagers eating different bars
• A grandparent and child sharing a Dairy Milk
block

8. Creative strategy – imagery
Below is a link to an example of the kind of
imagery that would feature in our proposed
campaigns.
https://www.youtube.com/watch?v=_fw-SRj6I-
k&feature=youtu.be

9. Creative strategy - promotion
• Promoting brand image separate
from Nestle
• Enforce the link between joy and
Cadbury in the consumers’ minds
• Integrated across all of the tools
used to achieve the
communication objective of
chocolate being seen as a
product for all ages

10. Marketing communication strategy
• Trademark colour: purple ensuring integrated
message between media
• Logo: The glass and a half
• Suggested logo: the image of two people
drinking milk

11. Marketing communication tools
• Television ads
• Outdoor
advertising, e.g.
billboards, buses, bus
stops, etc.
• Cadbury website

12. Marketing communication strategy
• Promotional competitions for
a duration after campaign
release, e.g. post photos of
yourself consuming Cadbury
chocolate and sharing the joy
• Vintage packaging
emphasises “eating
chocolate doesn’t grow
old, even if you do…”