[pipitous]

I've just seen this ad on Sky TV and have to say it was the most annoying adverts I've ever seen and if anything it made me want to strangle the little brats, nevermind eat a f*cking chocolate bar.

The little girl looks like she's sitting on a spike because of the expression on her face.

I hate ads like this, is not big and its not clever, just bloody downright annoying! [thumbdown]

[Zavdpacq]

From a marketing perspective, that ad is a classic example of what NOT to do. It's a total waste of money for Cadbury to broadcast that spot. Here's why: It has absolutely nothing to do with the product being sold. There is no connection to chocolate at all. They could have remedied that by simply showing the kids taking a bite of chocolate before the action started. Simply slapping the logo on the end of a totally random scene does NOTHING for a product's success.

So, it doesn't sell a product, and it doesn't reinforce the brand at all. Stupid.[no]

In a way the pitch was that Cadbury are synonymous with chocolate, no need for real association. It's like they're saying, "Entertainment provided and sponsored by Cadbury. Enjoy"

[Zenthachall]

In a way the pitch was that Cadbury are synonymous with chocolate, no need for real association. It's like they're saying, "Entertainment provided and sponsored by Cadbury. Enjoy"

And that's an ultimately stupid thing to do. Cadbury is in the business of selling chocolate, not providing entertainment. Let's say a competitor made an ad that said, "Our chocolate tastes like an orgasm in your mouth." When you go to the store and see a Cadbury's bar next to the competitor's bar, are you going to make your purchasing decision based upon entertainment provided by dancing eyebrows, or are you going to want to try the chocolate that offers some sort of real benefit (better flavor) to you? Cabury's is providing no reason to purchase their product over a competitors, and that's the primary reason for an advertisement.

[unsamiSlini]

Let's say a competitor made an ad that said, "Our chocolate tastes like an orgasm in your mouth." When you go to the store and see a Cadbury's bar next to the competitor's bar, are you going to make your purchasing decision based upon entertainment provided by dancing eyebrows...

Well if you are buying it for a kid, or you are a kid, I don't think an orgasm in the mouth is the right message! [rofl]

As I stated before, Cadbury's is already a household name in chocolate (much like your Hershey's), so they don't need a reason for their product. They don't really need to compete with other companies or sell any more chocolate than they already do either. They can however associate fun and entertainment with their products, which is exactly what they did in this advert.

[Zenthachall]

Well if you are buying it for a kid, or you are a kid, I don't think an orgasm in the mouth is the right message! [rofl]

As I stated before, Cadbury's is already a household name in chocolate (much like your Hershey's), so they don't need a reason for their product. They don't really need to compete with other companies or sell any more chocolate than they already do either. They can however associate fun and entertainment with their products, which is exactly what they did in this advert.

That's a very dangerous thing to do, though, if a competitor decides to take advantage of the situation. That's how Pepsi managed to gain huge amounts of market share against CocaCola. A household name can be displaced.

[unsamiSlini]

That's a very dangerous thing to do, though, if a competitor decides to take advantage of the situation. That's how Pepsi managed to gain huge amounts of market share against CocaCola. A household name can be displaced.

I guess it is dangerous... and they are lucky there is not a current or emerging competitor aiming for the same size market. But I think, should the competition arise, Cadbury's would re-shape their campaign to suit the current trends... but for the moment they are in a sweet spot and can afford to advertise like this effectively.