I.M.C. Project
Cadbury Snack Trio
Name: Oisin Cullen, Ashley O’Sullivan, Laura Reddy
Student ID: C00176077,
Programme Title & Code: Marketing - (CW_HHMKT_B) Y3
Module Title: Integrated Marketing Communication
Contents
Product Analysis ......................................................................................................................... 3
History of Cadbury.................................................................................................................. 3
Cadbury Snack Customer ....................................................................................................... 3
Competitor Analysis ................................................................................................................... 4
Brand Audit ................................................................................................................................ 5
Cadbury’s brand values .......................................................................................................... 5
Cadbury Snack Positioning ..................................................................................................... 5
Sponsorship ............................................................................................................................ 6
Social Media ........................................................................................................................... 6
Website .................................................................................................................................. 7
Reason behind Repositioning Snack .......................................................................................... 8
The position of Cadbury Snacks in the market place ............................................................. 8
Situational Analysis (5c’s and SWOT)......................................................................................... 9
Company: ............................................................................................................................... 9
Competitors:........................................................................................................................... 9
Customers: ............................................................................................................................. 9
Collaborators: ......................................................................................................................... 9
Climate: .................................................................................................................................. 9
SWOT Analysis: ..................................................................................................................... 10
Target audience:................................................................................................................... 10
Creative Strategy...................................................................................................................... 14
Advertising............................................................................................................................ 16
Broadcast Media .............................................................................................................. 16
Radio ................................................................................................................................ 16
Outdoor Advertising ........................................................................................................ 19
Sponsorship .......................................................................................................................... 20
Public Relations – The Launch .............................................................................................. 21
Online Marketing ................................................................................................................. 23
Bibliography ............................................................................................................................. 24
Product Analysis
For the purpose of this project we have identified Cadbury Snack as the perfect product range
to reposition for the FMCG market. This product does not strictly fit the brief in that it is not
declining. The reason our group thinks Cadbury Snack is the perfect product for repositioning
is the fact that Snack has no clear position in the market. Consumers are unsure if it is a range
of bars or a range of biscuits. Is the Snack range an accompaniment to tea and coffee, meant
as a treat for kids, or as a snack with lunch or as a snack when you’re busy.
History of Cadbury
Since its humble beginnings Cadbury has faced many challenges. From perfecting their
chocolate recipe to creating the range of popular products we know today. The Cadbury
brand and its range of products span the globe and it is one of the most recognisable
chocolate brands in the world. (Cadbury, 2014)
The Cadbury company was set up in 1824 by John Cadbury. John was a Quaker and in keeping
with his religion was against the consumption of alcohol. From his shop he sold drinking
chocolate as a delicious alternative to beer, wine and spirit. From there the company sold
chocolate essence, chocolate bars and other chocolate based treats. The company had to
compete with large European based chocolate companies but still held its own. Cadbury was
very nearly out of business in the late nineteenth century but managed to regain market share
by expanding their range. (Bradley, 2008) Since that time Cadbury has constantly adapted and
has shown great innovation with their always evolving product range.
The Cadbury Snack range was a successful addition to the Cadbury portfolio. The Snack range
was launched in the 1950’s and consisted of Snack Wafer, Snack Shortcake and Snack
Sandwich. ‘The snack range is the third biggest confectionery brand in Ireland accounting for
over €22m of Cadbury retail sales.’ (Business 2000, 2014) In 2005 Cadbury
decided to reposition the Snack brand. The goal was to help Snack become the
top-of-mind brand for young, hard-working professionals who use quick
breaks to catch up with friends and relax during a long working day. (Business
2000, 2014)
Cadbury Snack Customer
The current snack customer is both male and female. They are career builders
aged between 25 and 55. They are also homemakers, and these homemakers
buy the products as treats for their kids. The Cadbury Snack customer is
anybody who enjoys chocolate.
Cadbury recently tried to reposition the brand towards working professionals
and young adults. Cadbury want their snack range to be enjoyed as a ‘Nibble
while you natter’ kind of a bar. They targeted the working demographic as they
feel the snack bar can be enjoyed as a quick snack during break times or in the
company of friends.
Competitor Analysis
To analyse the main competitors of Cadbury Snack we looked at other popular tea, coffee,
and break time snacks. We recognised that each snack bar is different and therefore is in
competition with one another, but we wanted to look outside Cadbury to find competitors in
that category.
We built a table which looked at each competitor individually and analysed their product
under the headings of their description, tag-line, availability, and price, etc.
Product
Name
Kit-Kat
Twix
Club Milk
Owner of
the brand
Tag-line
Nestle
Mars
Jacobs
“Have a break. Have a
Kit Kat.”
“Pause like you mean it.”
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Product
A delicious
Crunchy flavourful
Description combination of smooth cookie, delicious chewy
milk chocolate and
caramel, and smooth
light, crispy wafers.
creamy chocolate.
Category it  Hot beverage
 Hot beverage
falls into
accompaniment
accompaniment
 Work break treat
 Family treat
Delicious biscuit thickly covered
in smooth, rich chocolate.
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Store
Availability
Pack Size
Available
Price
1.
2.
3.
4.
Tesco
Dunnes Stores
Euro spar
Independent
shops
and
garages
Single pack
Mini’s
King size
Party bag
Treat size
Kit Kat single bar €0.95
Kit Kat 2 finger 14pk. €3.85
1.
2.
3.
4.
Tesco
Dunnes Stores
Euro spar
Independent
shops
and
garages
Single pack
Mini’s
Fun size
4 to go
6 to go
Family Pack
Twix twin - €0.99
Twix biscuit 9pk. - €1.99
Mainly target supermarkets
Bought for daily treat at
home
Family packs for kids
1. Tesco
2. Dunnes Stores
3. Euro spar
6 Pack
12 pack
6 pack - €2.00
Brand Audit
Cadbury’s brand values
Cadbury is a master brand that has a powerful presence in the confectionary industry. It has
a loyal following and it stands out from its competitors. Cadbury has a distinctive logo, which
is based on the signature of William Cadbury from 1921. This logo makes all of Cadbury’s
products instantly recognisable to the customer. This signature
represents trustworthiness, quality and reliability to the
consumer.
People care for Cadbury’s history, their brand values and
corporate identity. Cadbury’s mission statement is simply;
“Cadbury means quality. This is our promise.” Cadbury is a brand that people feel a part of,
experience joy with, and rely on for the best quality.
Cadbury has many sub brands which include the famous dairy milk collection, Crunchie,
Starbar and many more. All of Cadbury’s sub brands have the Cadbury logo and most of the
products seem to have a particular target market and focus. All except for their Cadbury snack
sandwich, shortcake and wafer. (Cadbury, 2014)
Cadbury Snack Positioning
The snack brand was already popular with the older age
group and children, however, a couple of years ago
Cadbury launched a campaign called, “A snack in the mouth”. The purpose of this campaign
was to break into the young adult market and target female and male groups that are working
and responsible but still having fun. They wanted to be the first choice for hard-working
professionals who used quick breaks to catch up with friends and relax during a long working
day.
It was felt that Cadbury snack was not being communicated in an engaging way so they
needed to reposition the brand in the minds of their consumers. The snack range went
through a vigorous change whereby all packaging, marketing communications and Point of
Sale displays were updated. The repositioned snack was meant to stand for playfulness,
sharing and “nibbling while you natter.”
A new campaign was devised to contemporise the values
of snack, make it more engaging to the target market and
play up the playful and fun side of its new position. The
T.V. campaign for “A snack in the mouth” depicted young
professionals in their working environment playing snackrelated tricks on each other. The desired effect was to
create a fun and friendly ad that got people talking on their coffee break. (Business 2000,
2014)
Sponsorship
The Snack bar’s best known advertisement sponsorship
deal was with Coronation Street and ITV. The
sponsorship combination of Cadbury and Coronation
Street was one of the longest lasting and most
successful commercial tie-ups. The Cadbury ad was
featured at both the opening and closing of the soap
opera. This sponsorship was a great way to create brand
awareness and to communicate the launching and
repositioning of products. It was in 2001 that Cadbury’s snack took the limelight for the
Coronation street adverts. This lets us know that the brand was targeted directly towards
soap opera fans. Soap opera fans are typically female and aged from teens to retirement. The
time slot for Coronation Street is 7.30pm, this is when people
are finally getting to sit down and relax after a long day. This
programme was a great one to target as people will be
enjoying their evening tea. An advert for a tea/coffee
accompaniment at this time is perfect.
There is no brand tagline. We feel that this makes it difficult to
recall and to grab the attention of the customers. If there was
a tagline it would make it more memorable and keep the brand and the bar fresh in the
customer’s mind. (campaignlive.co.uk, 2011)
Social Media
Cadbury is very well suited to social media. The company is in a perfect position to take
advantage of various social media platforms because it is a historic brand with products that
people enjoy. (Moth, 2013) Cadbury has a presence on Google+, Facebook, Twitter and
Pinterest. It uses each of these platforms to promote all Cadbury products. Cadbury Snack
does not have its own official social media presence, although many pages have been set up
by enthusiastic fans. The official Cadbury social media pages promote different products at
different times. This strategy seems to be effective with the Facebook page having 8,752,483
likes, Twitter having 26,700 followers, Google+ with 3,260,622 people in its circles and their
Pinterest page having thousands of followers. Unlike Facebook and Twitter the Pinterest page
is not targeted at Irish customers. It is a global page called Cadbury Kitchen and features many
recipes that use Cadbury products.
Website
The Cadbury website’s main purpose is to promote new and existing products, act as a
platform for competitions and to educate the customer on the brand values and brand history
of Cadbury. The website is very well designed and easy to navigate. The landing page is high
impact and the graphics are well placed throughout. The website is divided into five main
parts: the home page, products, the story, recipes and the contact page.
The home page is dedicated to competitions, highlighting other pages within the website and
pointing customers towards social media. It also directs browsers towards a recipes page that
lists recipes using Cadbury’s products. The products page consists of beautiful pictures of each
of Cadburys products. The pictures are clickable links that take the browser into a page
dedicated to that specific product. The page is full of interesting facts and other information
such as nutritional content and history. The most engaging section of the website is the story.
This section tells the Cadbury story through pictures and text. Brand values are communicated
whenever possible through the course of the story. The recipes section is a list of desert type
recipes featuring different Cadbury ingredients. The final section is a typical contact page. See
below for a picture of the above-the-fold section of the landing page.
As you can see the landing page is bright colourful and very well designed. The page colour
scheme is consistent with the Cadbury brand. Access to the different parts of the website is
available from the links in the top ribbon and through the search bar on the top left. It is
interactive in that a user can turn on and off the joy-o-metre which is located just below the
fold.
Reason behind Repositioning Snack
The position of Cadbury Snacks in the market place
Cadbury snacks are part of the master brand “Cadbury”, while this provides distinct advantage
by being part of such a successful and popular brand, it hasn’t been a huge help to the snack
range. We believe that this is not because the products are not wanted by the public but more
so because they have no real focus or target market.
Cadbury snacks hold no real position in the consumer’s mind. When you ask people what
comes into their mind when they think of Cadbury snack you get an array of answers. Some
will say it’s a hot beverage accompaniment, a treat for the kids, a family snack, or just a treat
for yourself during the day. Most recently Cadbury tried to focus the Cadbury snacks towards
working professionals with their “snack in the mouth” campaign. Unfortunately we don’t
believe it was a success because people today still have mixed opinions on its function as a
chocolate treat.
We want to focus the Cadbury snack range and give it a clear and memorable position in the
marketplace. After talking to consumers the main position it held in the consumer’s mind was
a hot beverage/break time snack. We felt that by repositioning it to target this audience only
we could change the whole perception and overall success of the Cadbury snack.
To target this audience we needed to carry out some research to find out more about the
audience’s needs and wants. We gathered that woman seemed to like a snack with their tea
and coffee breaks and we felt we could really tap into this market with our new product.
Situational Analysis (5c’s and SWOT)
Company:
Being part of the Cadbury master brand gives the Cadbury snacks a unique advantage in the
market. Because Cadbury already has a solid reputation for quality, value and reliability,
people don’t always question new products put out on the market under the Cadbury brand
name. A down side to this is that it is hard for each sub brand within Cadbury to stand out
and demand attention.
Competitors:
After carrying out some research we identified Twix, Kit Kat, and Club milk, as the main
competitors to our new Cadbury Snack bar. Each of these competitors hold a place in the hot
beverage accompaniment market and they each have quite a loyal following.
We want to introduce the new ‘Cadbury snack trio’ as the first choice in this market. This will
be a challenge because each of our competitors have a strong presence in the market, good
tag lines and positioning, and also deliver on quality.
Customers:
The customer segment we want to target for our new Cadbury snack bar, is women between
the ages of twenty five and fifty five. This segment is full of busy working women, with income
to spare on a small indulgence and they like a few minutes every day to enjoy a hot beverage
and a treat.
It was important to carry out some primary research of our own to better understand our
target audience. We outlined criteria regarding useful information we should know about our
audience. We carried out and recorded our research to help us pin point where our product
needs to be advertised, placed and made available to our market.
Collaborators:
The main collaborators we need to get on-side for our new product is our distributors.
Cadbury already has relationships in some of the areas we want to target our consumer, but
we need these distributors to believe in our new product and want to stock and sell it.
Climate:
There is a few things within in today’s climate which we need to consider and evaluate in
launching our new product. The Government is now beginning to put emphasis on the
amount of sugar that is in products and that people need to be aware of this and more mindful
of their sugar intake. We need to put across that our new Cadbury snack is suitable to have
one daily as part of a balanced healthy diet, and that we don’t support over indulgence in
sugar. There is also a huge increase in technological products being used, especially within
our target audience. It is important to recognise this and find a way to use this to target our
consumer with our new product.
SWOT Analysis:
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Strengths
Being part of the Cadbury master
brand.
Good level of sales
Loyal customer base
Product is associated with quality
and good flavour.
Established routes to market
Opportunities
To reposition Cadbury snack and
give it a clear focus and position in
the market.
Use online strategies to target our
audience.
To merge all three Snack range bars
into one.
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Weaknesses
Not having a clear position in the
market.
Breaking the perception the
consumer already has of Cadbury
snack.
Recent takeover by Mondelez/Kraft
has made customers question any
new direction Cadbury has taken.
Threats
An always expanding market place.
New competitors entering the
market.
Existing competitors with great
brand awareness and consumer
loyalty.
Target audience:
The population we wanted to target for our new product was women aged between twenty
five and fifty five. We felt that this demographic is mostly comprised of working professionals
who may have children, but overall have very busy and hectic schedule. These women are
likely to take a small tea or coffee break throughout their day.
Before building our persona, we carried out some research on this demographic to get a
better understanding of their lifestyle. We wanted to find out what they did on a daily basis
whether it be in work, in their spare-time, or where they socialize with their friends.
We looked at what technical devices they owned and found out their regular online habits,
what TV programmes they liked to watch, and a few more questions that would be relevant
when it came to launching our product towards them.
Category
Most Popular
Fairly
Popular
Rarely
Popular
Work Status
Full-time work
Full-time mum
No work
What do you do in
your spare time
mid-week?
Go to the gym
Cooking
Catch up with
friends
Healthy lifestyle
Busy lifestyle
Full-time work and
kids
Part-time work &
kids
Play sport
Kids related activity
What kind of
lifestyle do you
live?
What do you do
for socialising
with friends?
What tech. Devices
do you own?
Online activity
TV habits
Goals/Aspirations
Likes/Dislikes
Travel methods to
work etc.
What time would
you take a
tea/coffee break?
What would you
eat on this break?
What comes to
mind when you
think of Cadbury
Snacks?
Active lifestyle
Catch up on house
work
Do things with the
kids
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Go for coffee/lunch
Meet for dinner
Meet for drinks
Smartphone
Laptop
I go to gym with
friends
We go for a walk
Tablet
Blackberry
Facebook
Email
Online browsing
(clothes, flights,
etc.)
Soaps
News
Come dine with me
To be happy
Career fulfilment
Family
“me time”
Keeping fit/healthy
Spending time with
family
Car
Twitter
Blogs
Reviews
Skype/Facetime
Instagram
Snapchat
Off the rails
The voice ROI/UK
Prime time
To get married
To travel
x-pose
Irish bake off
Traffic
Bad service
Bad weather
Sloe internet
Train, Luas
Cinema
Concerts
Computer
To live abroad
To go on a holiday
Looking good
Treating myself
Bus, Taxi, Plane
Ten
Eleven
Half eleven
Don’t take midmorning break
Biscuit, Small bar
Breakfast bar
Toast
Scone
Nothing
Tea/Coffee treat
Chocolate
Purple
Kids treat
Yellow
Family treat
Lunch box treat
Pink
Personal Profile:
Karen is a thirty one year old woman who lives in Naas, Co. Kildare. She works in St. Mary’s Convent Primary school
in Naas. Karen lives in a two bedroom house on the outskirts of Naas with her boyfriend.
Mid-week is busy for both of them as they both work full-time. Mid-week, Karen likes to go to the gym a couple of
times in Kilashee House Hotel after work. She lives a healthy lifestyle and tries to keep in shape and watch what
she eats. She feels that all this healthy living makes her deserving of a treat now and then.
She loves to be active and have fun in her spare time. She meets her friends at least once a week for dinner in each
other’s houses or meets for lunch or coffee during the week.
Karen is quite tech-savvy and owns an iPhone and a laptop which she uses frequently to do banking, shopping or
browsing.
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Karen Murphy
31
Lives in Naas,
Co. Kildare
Works in a
Primary School
in Naas
“I’m a self-motivated and hard-working individual, but I like to make time for those closest to me and have a
little fun too.”
Online Habits:
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Twitter and Facebook user
Likes to browse online before making
a purchase.
For example, trip advisor, Aer Lingus,
clothing sites, Tesco and Amazon are
her most popular sites.
Checks emails daily.
Characteristics:
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Well educated
Hard working but likes “me
time”
Active and outgoing
Well-presented and selfmotivated
Sociable
Loyal friend
Goals and Aspirations:
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To live a long and healthy life
I want to have a long and successful
career
I want to travel more parts of the
world
I see myself being married and
starting a family down the line.
Devices and Technology:
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Fairly tech savvy
Owns a laptop and an iPhone
Loves being able to do things “on the go”
Keeps up-to-date on the latest technology
Loves how she can keep in touch with friends
and family
Uses social media on both laptop and mobile
Socialising and free-time:
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Follows coronation
street, come dine
with me, and x-posé.
Meet friends for
coffee and lunch.
Go to the gym.
Browse online.
Likes and Dislikes:
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Like going to the gym and keeping fit.
I like having “me time” somewhere within my day.
I hate sitting in traffic.
I like browsing online but I still enjoy buying certain
things like clothes in person and enjoying the
experience.
I hate being late for things.
I like to treat myself every once in a while.
I like enjoying the little things in life.
Our main objectives
1. To successfully reposition the three Cadbury snacks into a Cadbury snack trio bar and
target women aged 25 to 55.
2. To position Snack trio as the number one hot beverage accompaniment in the minds
of our target market.
3. To build an online campaign around the Snack trio men and see an increase of
engagement on Facebook and our followers on twitter.
AIDA
We used the AIDA acronym to help us in planning our promotional activity. The aim of our
promotion is to:
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Initiate awareness amongst consumers
Generate interest for and desire to have the product
Ensure action to purchase
This model guided us in creating our advertising and online campaigns to ensure we got the
most out of our efforts. Every aspect of our promotional campaign, both online and offline,
will be continuously monitored and measured.
Creative Strategy
The theme of the Snack trio creative strategy will be consistent with the Cadbury master
brand. What this means is that PR, advertising, online marketing and sponsorship will follow
the Cadbury theme of fun, pleasure, joy and quality. Another theme will be used for the Snack
trio and that is ‘All Three and Guilt Free’. This slogan was chosen because chocolate can be
associated with guilty pleasures. The researchers aim to change that belief.
Personification has been used as a tool to communicate to our segment. Each of the bars will
have their own human embodiment, that of a handsome man. To identify which man
represents which bar he will wear a shirt that corresponds to the original Snack bar colour either pink, purple or yellow. The idea of the three attractive men representing the different
pieces of the Snack trio will be first expressed in the TV advertisements.
The three men are used first and foremost for their sex appeal. To keep in-line with the master
brand’s theme of joy and fun there will be a slight twist on these handsome men. This will be
covered in the two television advertisements. From there they will be used in all other forms
of media advertisements. Each channel of communication will be broken down in the
following sections. Please see below for a concept picture.
Advertising
For the advertising campaign many different advertisement forms will be utilised. To reach
our target market the following types of advertising will be used: broadcast media, outdoor
media and online. Online will be covered in a separate section. The pricing and scheduling for
each of the forms of advertising will be outlined in a separate section.
Broadcast Media
Both television and radio will be used to raise awareness around the Snack trio. As previously
mentioned the Snack trio will target professional females and stay-at-home mothers. Because
of this two separate adverts will run on both TV and radio. Each advert will run at different
times, on different channels, between different shows. This will allow each advert speak to
either the professional woman or the homemaker. There will be certain elements that tie the
two adverts together such as, the three handsome men, humour, and the slogan ‘All three
and guilt free’.
Radio
For our radio advertisement we are going to go for a 30 second advert that will run during the
peak times our audience will be listening. This will include 3 different radio stations: Today
FM, 2fm and NewsTalk. Research on Media Live shows that these are the most listened to
radio stations for our target audience. The ad will run in the morning so as to get the listeners
on their way to work, during mid-morning radio show of Ray Darcy, lunch time and finally in
the evening when the target audience are on their commute home. The theme of the radio
advert will be consistent with the theme of all other advertising campaigns and will be based
around the tagline ‘All three and guilt free’. It will incorporate the voices of our three men
and a woman.
The script:
Pink man: Pick me
Purple man: Why would she pick you? Pick me!!
Yellow man: Will you two stop she is obviously going to pick me. (Spoken in a seductive voice)
Woman: Guy’s I don’t have to choose.
Men: Loud sigh. (An expression of interest)
Woman: No no. I mean why choose when I can have all three – all three and guilt free.
Voice over: Pick up your Cadbury Snack trio today and enjoy all three and guilt free.
Television Advertisement
For the television advertisements a script has been prepared. This script will communicate
the idea behind the advertising campaign. The script for the first advert will go as follows:
Advert #1 – Professional Female
Scene one: A thin man with a receding hairline walks into a lift holding a paper bag. He presses
the button for the floor he wants.
Scene two: The lift doors open and the man begins to scan around a busy office floor. We see
people chatting at the water cooler, others busy working at their desk and then the camera
pans by a desk with a female and three males (The men are the Snack trio models each
wearing their respective shirts). The camera swiftly pans back and focuses on the desk. The
camera, acting as the man’s eyes, fixes a gaze on what is happening at the desk.
Scene three: At the desk a woman is laughing and having fun as three men (one sitting on a
chair beside her, one on her desk and another leaning on the back of her chair) seem to be
flirting with her. The men are also laughing and making body contact with her by touching the
fabric of her top, her hair and whispering in her ear. The men look rugged, attractive and the
woman is enjoying their company tremendously.
Scene four: The scene cuts to the man holding the paper bag. He looks annoyed. He adjusts
his trousers and marches over to the desk. As he walks over the woman is oblivious and begins
belly laughing at something one of the trio have said. The man stops at the desk and looks at
them. Still the laughing and flirting goes on, nobody even notices him.
Man with bag: Ahem (Pretending to clear his throat). Still the flirting continues unaware of
his presence.
Man with bag: You forgot your lunch!
Woman: Oh, Tom! Thanks very much! (She looks up and sees Tom’s bemused expression)
Woman: Tom these are the new temp staff. They’re brilliant!
Mr Pink: (Turns to Tom and says in a subtle but camp voice) We were just telling Claire how
fab her hair is!
Tom: (With a dumbfounded expression replies) Oh, eh…
Scene five: Cuts to a picture of the new Snack trio bar and the slogan: ‘All three and guilt
free’. A voiceover says the slogan ‘All three and guilt free’.
Advert #2 – The Homemaker
Scene one: The doorbell rings as a woman is putting away kid’s toys. She seems to get
excited as she walks towards the door. She opens the door and says: You must be here to fix
the boiler.
Scene three: The men walk past and each is wearing an identifying item of clothing that is
either pink, purple or yellow. We see that the men are very handsome and rugged looking.
They walk up the stairs and woman turns around looking very pleased.
Scene four: The woman shouts up the stairs ‘Would you like tea or coffee?’ An attractive
face appears over the banister and smiles and nods.
Scene five: The woman brings up the tray of tea and coffee (the Snack trio bars will be on
the tray also) The hall is messy so she puts the tray on her bed. The men follow her in.
Scene six: A key turns in the front door. A man walks in and hears laughing coming from
upstairs. He puts his keys down on a dresser in the hall and listens. More laughing. He
shouts his wife’s name. Nothing. He walks up the stairs and notices shadows on the
bedroom floor. His wife laughs again. He bursts through the door and his wife and the three
men are pulling clothes out of her wardrobe.
The wife looks around and with an apologetic look begins to say something. Before she can
speak Mr Purple says (in a subtle but camp voice): ‘Your wife’s taste in fashion is absolutely
gorgeous’
Husband turns to wife and returns the apologetic expression.
Scene seven: Cuts to a picture of the new Snack trio bar and the slogan: ‘All three and guilt
free’. A voiceover says the slogan ‘All three and guilt free’.
Note: As you can tell the twist in the story for each advert is that the Snack trio are actually
gay men. The creative team for the advert will be given explicit instructions to make the
advert tasteful and in no way offensive. It should be an advert that both women and gay
men find funny. With the right kind of direction and production team this is possible to
achieve.
Outdoor Advertising
Outdoor Media – Any advertising done outdoors that publicises your business's products and
services. Types of outdoor advertising include billboards, bus benches, interiors and exteriors
of buses, taxis and business vehicles, and signage posted on the exterior of your own brickand-mortar location. (Fill, 2009)
Outdoor advertising are advertisements that are placed in the outdoors. Examples of this type
of advertising includes billboards, public transport, mobile billboards etc. Ambient advertising
is when you position your advert in a clever way, on unusual items, which can be seen by your
potential customers. It is used to remind people about a brand at the right time in the right
place and to the right person.
The objective of using outdoor advertising is to get the new cadbury’s snack trio bar in the
consumers mind and to keep it there. We have designed an image (shown previosly – the
snack trio men) to be the image for all our outdoor advertising. We want to keep the theme
of the three men to be the base for all our advertising so it is easy for people to recall the bar
by looking at any of our advertisments used.
We have chosen a few different types of outdoor advertising to use in our campaign. We have
decided on these places to advertise as we feel it is the best ways to communicate with our
target market which is women from the ages of 25-55.
The first place we have decided to place our image is on public transport. Our informal
research has shown that the target customer will be travelling a lot wether it be going to work,
school runs or going socialising. The public transport we are planning to place our ad
campaign on are city busses and the luas in dublin. We will have our advertisement on the
back of busses in the main cities in Ireland i.e Dublin, Limerick, Galway and Cork. No matter
what form of transport our target audience is using we think they will still come in contact
with busses. If they are driving they will see it while waiting in traffic or driving nearby it, if
they are getting the bus or walking they will see it on other buses or when waiting on their
bus at the bus stop.
The cost of our ambient advertisment firstly on Dublin bus
commuter cards will be €10,920 per cycle and this will
include 500 sites.
For our advertising on the luas it will be at a price of €7,344
this will include both the red and green luas lines and will be
a medium portrait and 108 panels. (Medialive, 2013)
The advertsing we have chose for the exterior of the transport is to
do a full wrap of the back of the double decker bus’s in the citie’s
mentioned above. The price we got for these are based on Dublin
bus. It will cost €1,545 for this and it will be on for two weeks.
Billboards is another
form of advertsing we
want to use to
communicate our product to the target audience. Many of the
target audience will be on the main road when travelling their
daily routes. The use of billborads is a good way to get our image
to them. For a 48 sheet billboard in Ireland for two weeks the price
is between €795-€1,020. (Medialive, 2013)
Sponsorship
The programme we have chosen to have the Cadbury Snack trio sponsor is Coronation Street.
Our target audience are the main viewers of the soap opera and
the success of the sponsorship deal in previous years shows that it
is a good way to communicate with our target audience. The show
is aired at 7.30pm week evenings, this is the perfect time for a busy
woman to get a chance to sit down and relax after her long busy
day. As well as this sponsorship deal we have decided to air our
advertisement during Xpose and RTE news as a means of also communicating with our
audience. The reason we chose the other
two shows to air the advertisment around
is that they are both popular Irish television
shows. RTE news would be a daily routine
to tune into for many Irish households
especially our demographic of the busy
working woman.
Public Relations – The Launch
For the launch of our new Cadbury Snack Trio Bar, we want to have an event that gets
everyone involved, talking and trying our new product. After a lot of consideration, we
decided a big launch on a Saturday afternoon in the Capital City Dublin. This would be perfect
to grab the attention of our target market.
Launching on a Saturday afternoon means our
working professionals and busy mothers are on
a day off and can come out to the launch with
family, friends and children. This launch is going
to be everything Cadbury, purple, fun,
entertaining and add a little joy to their day.
The big attraction of our launch is a celebrity
visit from Heston Blumenthal. Heston is very
well known for his show “Heston’s fantastical
foods”, and so what better way to launch
Cadbury Snack Trio than to make an enormous version of the bar that all our audience can
have a taste of. It’s quirky, funny and a little crazy which Cadbury are have portrayed through
many of their campaigns before. Amy Huberman, a mother and working professional, will be
another star at the launch to open the enormous Snack Trio bar made by Heston. Amy, in a
lot of ways, is the type of woman we want to target and so we feel she is a great
representative of our target audience and she will also generate more interest in our event.
The objective of our launch is to create awareness that our new product is out on the
market and secondly to get people to try our product. Because our product is aiming to be
the number one hot beverage accompaniment we thought the launch should be in the
afternoon so that our audience can enjoy their free taste with a cup of tea or coffee so that
from day one our product has an obvious and focused place in the market.
To tie in with our TV, radio and online campaign, there will be plenty of purple, pink and
yellow dressed men helping out on the day. We want our event to be instantly recognised
as Cadbury so every table, chair, kiosk and cup you drink out of will be branded purple with
the Cadbury logo. We want it to be a launch party to remember and we thought that we
could follow the theme of the “Mad hatter’s tea party” from the famous Disney move “Alice
in Wonderland”, and create a Cadbury Wonderland tea party. With everything just a little
bit mad and quirky, ensuring that there’s something for everyone here, kids and adults alike.
Without taking from the main event of our giant sized Cadbury Snack Trio.
The launch will be following the take-off of our online competition to win exclusive VIP
passes to our Cadbury Wonderland Tea Party. The purpose of this competition will be to
generate awareness around the launch party and our new Cadbury Snack Trio. So the
competition is simple, like and share a photo off our Cadbury Snack Trio to win two VIP
passes to the launch party. The VIP passes will get you into the Purple room which is a
private area for our celebrity guests. You will get to meet all our high profile guests, be
pampered by our Cadbury Snack Trio men, and get a special Cadbury hamper to take home
from the event.
We will notify the press about our Launch event two weeks in advance and then again one
week before hand. We expect that all the press we get in touch with will be eager to cover
our story because it’s Cadbury, there are lots of high profile celebrities, and a whole lot of
fun which will make for a great story.
**********************************************
Press Release
20/08/14
Blumenthal to Launch New Cadbury Bar in Dublin by Baking a
Gigantic Version for all to Try.
We are excited to announce the launch of the new Cadbury Snack Trio bar at the ‘Cadbury
Wonderland Tea Party’. This launch is going to be out of this world and a true spectacle for
all the audience.
With Heston Blumenthal revealing a larger-than-life sized Cadbury Snack Trio bar at the
launch, which will be opened by the one and only Amy Huberman. It’s going to be a day you
won’t forget and people will be talking about for a long time after.
Marketing Director of Cadbury Ireland says, “We are so excited about this launch, it’s
distinctively Cadbury and nothing like this has been done before. It’s sure to give the crowds
plenty of entertainment.”
You don’t want to miss it.
“ENDS”
Note: Cadbury Ireland was first established by John Cadbury in 1824 and is now owned by
Mondelez International. It is a global brand with huge support and loyal followers. The
Cadbury snack range was first introduced in the 1950’s and they have been extremely
successful over the years. Cadbury wanted to freshen up the Cadbury Snack range and so
created Cadbury Snack Trio.
Contact: Ashley O’ Sullivan
Mobile: 041 - 645764348
Online Marketing
For the purpose of the online marketing campaign the Cadbury Twitter and Facebook pages
will be utilised. A competition will be run on each of the sites. The competition will be the
same for both sites but will alter slightly to suit the mechanics of each platform. Two
competitions will run, one four weeks in the lead up to the big launch event in Dublin, and
another four months after the big launch.
Competition One
Offer: A chance to attend the Dublin launch party as a VIP. As a VIP the winners they will be
collected by a purple Cadbury limousine. They will be escorted by one of the three Snack trio
men. On arrival they will greeted by their escort and brought to their private tea room where
they can sit down, have a hot beverage and relax. They will then be taken to the purple room
where they will get to spend time with the celebrities. For the main event, the unveiling of
the huge Snack trio bar, they will be on the stage with Heston Blumenthal. They will be the
first people to taste the gargantuan creation. After the event they will each be given a luxury
Cadbury hamper and taken home by the purple Cadbury limousine.
Entry: The competition follows a simple format. The contestant simply goes to the Cadbury
website and like the page. With that done they then have access to the competition page.
They simply like and share a picture of the trio detailing relevant information regarding the
big Dublin launch. For twitter they just retweet the picture from the Cadbury page after they
have become a follower.
Campaign Name: A hashtag of #Snacktriowonderland has to be added to the post. This will
help with branding.
Competition Two
Offer: An all-expense-paid weekend away in Cadbury World, Bourneville, Birmingham. The
winners will be put up in the 4 star Abbey Hotel & Country Club, Redditch, which is only 8
miles away. They will be given £300.00 to spend in Cadbury World as well as a VIP guided tour
of all the attractions in Cadbury World and around Birmingham.
Entry: The participant must take a selfie, while taking a break, on Instagram. The photo must
then be uploaded to Twitter or Facebook.
Campaign Name: The hashtag of #allthreeandguiltfree must be used.
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