Cadbury Digestives-Oh Happy Day: How Advertising Helped Biscuit Buyers to Discover a New Name in Chocolate Digestives

1. Discuss the reasons why the ‘Thank You’ campaign worked successfully.

Cadbury’s target audiences are chocoholic and women. People like to eat chocolate but they feel guilty. In most of the people point of views, Cadbury’s chocolate is seen as guilty. Therefore push the biscuits, with a combination biscuits women can still eat chocolate yet feeling less guilt. Cadbury’s ‘Thank you’ campaign is successful because Cadbury tried understand the consumers needs really well and consumer’s guilt by pushing the biscuits to reduce the guilt.

2. The case mentions that the advertising campaign, even though aimed at
Consumer, turned out to be an effective tool in marketing to retailer. What do you think are the reason behind this success?

If the advertising campaign turned out to be successful, it will be benefit retailer as an effective tool in marketing. Cadbury as a well-established brand will attract more people attentions after the advertising campaign for the new product. Therefore more people will head down retailer for the new products that will drive traffic to the retail store. Once customers are in the shop, this is the best chance to influence customers to purchase more what they intend to purchase. What most retailers intention are to associate with popular brands.

3. How did Cadbury make use of the ‘chocoholic’ segment to design its advertising campaign

Women as mentioned, like to eat chocolate or sweet stuff. By they also want to have sexy, slim and healthy body. Cadbury used the emotional to sell the products. Target the woman as they are much more emotions. By using a combination chocolate and biscuits. Cadbury convinced women that by having this new product, which are less fattening, women would no longer feel as guiltier as before.

4. Suggest an alternative media strategy for the ’Thank you’ campaign, taking into account the needs and habit of the target market.

The world of ‘new media’ goes well beyond the Internet and mobile applications, and now encompasses what have become known as ‘social media’. Currently there are multiple of social media platform such as Facebook, Twitter, YouTube and Instagram. I suggest ‘Instagram’ as an alternative media strategy for the ‘Thank you’ campaign. In the year 2014, consumers are more influence and active in Instagram compare to Facebook. This most important issue is not which platform to decide but what are the content to include. Words, images, video, and sounds in the same way it always does, regardless of medium, with this caveat context. Communication between consumers must be fast as social media is online every single moment. Social media provides a very different context for message, and this may require attention and time by the manager when considering media strategy