Cadbury Digestives
MARK333
Case Study – Cadbury Digestives
Amanda Kelln
4969546
1. The ‘Thank You’ campaign worked so well because Cadbury did plenty of research on their target audience and then implemented an advert to deliver a particular message to this specific target audience. To be more specific, Cadbury determined from their research that their target audience was primarily women chocoholics who were looking to experience chocolate guilt free. Once the company determined this, they then implemented an advert displaying the joy women felt because of the new Cadbury Chocolate Digestives that could be enjoyed free of guilt. Also, the campaign reflects the communication effects of brand awareness and brand attitude by providing good brand identity and by stimulating a positive feeling for the guilt free chocolate. Therefore, because of a combination of these techniques, the ‘Thank You’ campaign worked successfully.
2. I think that the advertising campaign turned out to be an effective tool in marketing to retailers because through the use of television programmes, which reach a large number of people, and after seeing the success and positive reactions of the campaign, retailers wanted to carry this brand and product to attract consumers to their stores. By attracting consumers to their stores to purchase the Cadbury Chocolate Digestives, this is positive in itself, but there is now also the added benefit of having the consumers physically in the store where retailers can then try to encourage them to purchase more. Therefore, I think the success is because of this reason.
3. Cadbury made use of the ‘chocoholic’ segment to design its advertising campaign by stimulating a positive feeling for the brand. Through research, Cadbury discovered that chocoholics want to enjoy chocolate free of guilt, and based on this information they created an advert that displayed happy women enjoying their digestive chocolate to deliver their message and create a positive brand attitude.
4.
Case Study – Cadbury Digestives
Amanda Kelln
4969546
1. The ‘Thank You’ campaign worked so well because Cadbury did plenty of research on their target audience and then implemented an advert to deliver a particular message to this specific target audience. To be more specific, Cadbury determined from their research that their target audience was primarily women chocoholics who were looking to experience chocolate guilt free. Once the company determined this, they then implemented an advert displaying the joy women felt because of the new Cadbury Chocolate Digestives that could be enjoyed free of guilt. Also, the campaign reflects the communication effects of brand awareness and brand attitude by providing good brand identity and by stimulating a positive feeling for the guilt free chocolate. Therefore, because of a combination of these techniques, the ‘Thank You’ campaign worked successfully.
2. I think that the advertising campaign turned out to be an effective tool in marketing to retailers because through the use of television programmes, which reach a large number of people, and after seeing the success and positive reactions of the campaign, retailers wanted to carry this brand and product to attract consumers to their stores. By attracting consumers to their stores to purchase the Cadbury Chocolate Digestives, this is positive in itself, but there is now also the added benefit of having the consumers physically in the store where retailers can then try to encourage them to purchase more. Therefore, I think the success is because of this reason.
3. Cadbury made use of the ‘chocoholic’ segment to design its advertising campaign by stimulating a positive feeling for the brand. Through research, Cadbury discovered that chocoholics want to enjoy chocolate free of guilt, and based on this information they created an advert that displayed happy women enjoying their digestive chocolate to deliver their message and create a positive brand attitude.
4.