In the early 2000, Cadbury Schweppes introduced a new global marketing strategy, known as the ‘Choose Cadbury’. The ‘Choose Cadbury’ strategy was developed from a result of extensive research on consumer behaviour and awareness. The ‘Choose Cadbury’ strategy is a campaign that clearly shows how a brand can develop and how various messages can be communicated without, losing the core strength and brand values that are already established.
The classic images (i.e. the ‘glass and a half’, corporate purple and Cadbury script) have play an important role in creating ‘the look and feel’ of how Cadbury’s advertisement should appear through successive promotion. Cadbury Schweppes have heavily researched these ‘look and feel’ images to make sure that, the messages they pass on are important to consumers, at all times. The organisation had carried out detailed consumer research to ‘test’ these messages. The research results proved that the colour recognition of dark purple is strongly associated with Cadbury Schweppes. The research results confirmed that ninety-six per cent of people worldwide recognise the Cadbury logo (the Cadbury script). Cadbury Schweppes is at the same recognition level as other global brands such as, Coca-Cola and McDonalds. The research results also verified that the ‘glass and a half’ icon, which plays a major role in the current ‘Choose Cadbury’ strategy, continues to pass on messages about the quality and excellent taste of Cadbury’s chocolate.
The central message of the ‘Choose Cadbury’ strategy depends on the ‘glass and a half’ icon. Many consumers are confused whether the glass is half full or half empty, Cadbury Schweppes suggests that the glass is half full appealing to our emotions, at all times. As a result, in choosing Cadbury the organisation is taking decisions to embrace the positive. According to the consumer testing in the UK and Australia, this positive symbol (the ‘glass and a half’) is well understood amongst consumers. In this ‘Choose Cadbury’ campaign, the product ingredients of milk has been raised from a practical, rational platform to an emotional one Cadbury can deliver on optimum, happiness and ‘feel-good’ factor. If a brand (such as, Cadbury Time Out Original) can do all this, the decision to buy this brand over other chocolate brands (e.g. Nestle Kit Kat) seems to be logical and inevitable. The ‘Choose Cadbury’ strapline (that is ‘Cadbury is chocolate’) is a call to action designed to inspire Cadbury consumers. Cadbury consumers are not expected to attract the advertising message; they are being called upon to make conscious purchase decision. Cadbury consumers are pleased that the Cadbury product will always remain unchanged, (Cadbury is a chocolate and it still tastes superior). However, Cadbury consumers are provided more reasons to remain brand loyal (Cadbury is chocolate- feels good i.e. positive, uplifting, mood enchancing, providing enjoyment, and happiness). For the T.V. commercial of Cadbury Snap which shows hyenas running around laughing means that, Cadbury’s chocolate provide happiness and enjoyment to all consumers. At no stage in the development of Cadbury brand has there been much dependence on taking ownership of the emotional side of eating chocolate as there is at the moment. Taking the ownership of the emotional side will help Cadbury Schweppes to raise its product in the attention of the consumer. With the ‘Choose Cadbury’ strategy, consumers are being given both logical and emotional reasons to purchase a Cadbury product as a first choice on every occasion.
Created by Baljinder Duhra -
