Nessie the Loch Ness (Chocolate) Monster

This week, for the lead up to Easter, Cadbury have launched their Easter Campaign “Bunny’s been Busy” and part of their campaign they have placed 3 large purple coloured eggs in the Loch Ness. 

In marketing, culture is used to market products and services by using Myths and Rituals of a culture and Cadbury has done this with using a myth. A myth is considered a “story with symbolic elements that represents a culture’s ideals” (Soloman, 2010). 

In the United Kingdom there is a myth around the Loch Ness in Scotland and there is supposedly a monster that lives in the Loch called “Nessie the Loch Ness Monster”. The monster has been “cited” in the Loch with a photograph of the monster appearing out of the Loch in 1934 when the myth was said to be most popular. 

In Scotland, a lot of postcards, tea towels, keyrings, magnets and many more souvenir type gifts have been made with a cartoon image of this mythical creature on them. Cadbury has now taken an interest in to this mythical creature by dropping these 3 purple coloured eggs in to the Loch. The three eggs symbolises the monster coming out of the Loch. 

By using a myth that many people have emotions and feelings towards will give an interest to finding out

 more about this campaign that they are holding. Although not a lot of people will probably still believe in this myth, it is something that small children will find fascinating and get excited about seeing a monster. By using this myth Cadbury are able to get attention from parents with children and it is something to take them to see and at the same time raising awareness around the activities they will be holding over Easter.

References

Soloman, M. (2010). Consumer behavior. [S.l.]: Pearson Education.