The marketing campaign will reaffirm the long-lasting Bournville model’s long-standing relationship with the British public. It additionally contains OOH (Out of Dwelling promoting) and a social media marketing campaign that places individuals at its coronary heart utilizing actual, nostalgic household images.
Based in Birmingham on 4 March 1824, Cadbury is a much-loved and revered model. The brand new marketing campaign Yours for 200 Years was developed to have a good time being a part of British life for generations fairly than mark a milestone.
The VCCP company in London has developed the advert. It focuses on the sense of belonging to the nation by means of the shared worth of generosity, upon which Cadbury was based, and in merchandise which have turn out to be a part of British life and tradition.
200 years of British life
The 60-second advert takes viewers by means of 200 years of British life, starting in 1824 and travelling by means of time because the story of just a little lady shopping for her mum a bar of Cadbury Dairy Milk for her birthday is retold. Creativebrief journal stated: “The setting modifications subtly across the lady and shopkeeper as time advances, know-how, and fashions change, however, powerfully, the story stays the identical.”
Cadbury has additionally produced a limited-edition vary of seven Cadbury Dairy Milk bars, launched within the UK in 1905 to turn out to be a favorite with shoppers who will recognise its iconic packaging designs from their previous. Cadbury can also be working with Alzheimer’s Analysis UK and the Alzheimer’s Society of Eire, acknowledging the hyperlink between nostalgic packaging designs and reminiscence.
Elise Burditt, Senior Advertising Director at Cadbury, stated: “This can be a very particular second for us. It’s not every single day that you’ve the chance to have a good time a two hundredth anniversary! However for us, that is a lot greater than that – it’s celebrating 200 years of being a part of the lives of the British public and recognizing that we wouldn’t be right here at present with out them. We need to display that the values upon which Cadbury was based in Birmingham 200 years in the past nonetheless ring true at present with individuals and with a beneficiant spirit on the coronary heart of every little thing we do.”
Mondelēz Worldwide funding
The model was taken over by Mondelēz Worldwide (initially Kraft Meals) in 2010, and it is historic manufacturing facility in Bournville, Birmingham obtained £15 million funding three years in the past to boost manufacturing.
Bryony Tate, Cadbury Model Supervisor at Mondelēz, stated: “We’re actually trying ahead to celebrating 200 years of Cadbury belonging to our nation this 12 months. The British public has performed such an necessary position in our historical past, and we’re proud to have a good time being yours. We hope that the launch of our Restricted Version Cadbury Dairy Milk Bar packaging will carry a smile to individuals’s faces, with the seven retro designs providing one thing for everybody!
“From the joys of just a little deal with shared with a cherished one to particular events and even getting your entire nation excited for milestone cultural occasions, like Royal Coronations and the London Olympics, Cadbury has belonged to our nation for 200 years. However actually, it’s due to the entire British public that Cadbury continues to be right here at present. We’re planning for an thrilling 12 months forward and lots of extra bulletins.”
