Cadbury

Cadbury’s Advent Calendar 

There was a lot of discussion around Cardbury releasing their sales pitch for the Christmas period, as it was argued that it was bigger and better than Coca-Cola’s. Cadbury’s of course “has a well-loved place in families homes over the Christmas period” so to create an experience for their customers this Christmas they reportedly spent over £10 million on this campaign to enhance their brand and bring happiness to their consumers. Which was shared as “Cadbury’s biggest ever advent calendar. 24 trucks. 24 doors. Opening daily in 24 different locations. Bringing joyful festive surprises to the nation on the countdown to Christmas. #cadvent”

On November 7^th Cardbury released their Christmas advert which showed what their sales pitch for Christmas 2015 was going to be. It showed 24 different Lorries being packed filled with chocolate and Christmas magic, each with a huge gold number ranging from 1-24 on the exterior. Each lorry was to be seen as a different “door” of an advent calendar, linking to one of their products that they produce each year, the chocolate countdown advent calendar. Starting on December 1^st right up until December 24^th a lorry would be sent out from Cadbury HQ each day to 24 different locations across the UK, the contents inside were a surprise each day for each location. 

Cadbury’s is wanting to enhance its brand by taking part in this new marketing pitch, they are wanting consumers to see that their product is more than a want in life, it is a need. In hope that they change consumers to buying their products to more of habitual decision, where consumers do not think about other options, it is an unconscious decision to buy this product. 

To successfully do this Cadbury’s needed to produce a campaign that would tap in to the desires of the public and create motivation for them to take part in an activity in return for a sort of ‘reward’ that, of course, was a taster of their chocolate. So by producing these 24 lorries that go out to different locations across the UK is a way of doing this, in hope that the consumers will change their opinion of the company’s product, in this case chocolate, being a need instead of a want, a dream that all consumer company’s want of their products. 

One of the campaigns that took place was on 2^nd December in Bath, which you can see below. 

In this campaign it got the public to take a picture in a spotlight underneath some mistletoe sharing a kiss with a loved one, in order to share the Christmas love and spirit around, but most importantly for the company, to receive a free gift from Cadbury, which was some chocolate.  By doing this it taps in to the desires of the public and creates motivation for them to take part in this activity, which involves little risk with it so it will encourage more people to get involved. 

By creating something like the kiss-o-gram sort of activity in Bath, they are providing a platform that will create a positive atmosphere, in hope that it lasts in the audiences’ mind to enhance the brand image and create these positive connections. You are also reminded to share your photograph that is taken on to all your social media sites with the hashtag movement of #cadvent.

Other lorry doors saw an edible Santa Grotto, a huge cracker, create a bauble to put on a Christmas tree, music performances and flash mobs, all accompanied by chocolate! By giving this free chocolate it will give a taste to new and old consumers, reminding or an opportunity for people to try this chocolate and see how it tastes, in hope that they go out and buy some more in return. 

Did you see either of the Coca Cola Truck or Cadbury’s campaign this Christmas? If so, which one did you think was better?