New Cadbury's Dairy Milk AdvertisementDoes anyone know what the brand idea is behind this new Cadbury ad?
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9 comments:
I have no idea but you know what? It might work! It made me laugh.
I guess its designed to be a viral add rather than a brand builder.
Home the far east is treating you well. - Michael
I think it is meant to be part of a mainstream campaign. Just about above the jet lag and am enjoying it here.
I don't mind Cadburys Dairy Milk chocolate making a comeback as long as Phil Collins doesn't at the same time - really made me chuckle, Simon.
Not sure its meant to be funny...
Sure it's generating unassailable short-term talk.. will it generate long-term unassailable sales though? I don't think so... surely this creative idea s like a catchy tune.. you sing it like mad for a week or so then can't bear to hear it.. I don't think this idea has legs, it's too cool for school..
and p.s. following up from my too cool for school entry, don't get me wrong, I agree with Laurence Green in his 'people want advertisers to entertain rather than drone on and on about their products' debate.. but not to the total exclusion of long-term, hard earned brand values.. for me, this is a clear case of creative hooves trampling on CDM brand guardians as they run for their lives in the Pamplona race for cholcolate bar sales
Agree with everything you say, anonymous. I find it short term, pretentious and irritating. And hope, Simon, that is doesn't result in a Phil Collins revival. Have tried, but still can't see what the brand idea is.
.. aah! the weekend, big sporting one too. Re. 'short term, too cool for school' entry.. should've said who I am.. it's young Mr. Sweeting.. a former disciple of the Franco school of Marketing Management. Love the site and keep up with your exploits with relish.. no wonder we agree on this bit of creative.. back in those fond days with Buitoni you taught me much of my creative appreciation skills, leave alone how to run a brand successfully!
Ian - so good to hear from you after all these years! Had no idea you read the blog. Will catch up via email. Have very fond memories of those old Buitoni days!
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