cadbury ad brief

8/9/2019 Cadbury Ad Brief

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Date: May 5, 2014

Client: Cadbury Ltd.

Subject: Ad Brief for Cadbury Dairy Milk

Prepared by: Hammad Ahsa, !hubaib !arim, Mohsi Ali !ha ad "hafa#

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I. Situation

Situation & Objective: Cadbury Ltd. &ats its 'reati(e a)e'y to desi) amultimedia marketi) 'am*ai) to hel* i'rease the *eetratio of its

*rodu't, Cadbury Dairy Milk. +he obe'ti(e of the 'am*ai) &ould be to

is*ire 'osumer attitudes ad beliefs i a &ay that Cadbury Dairy Milk

be'omes syoym to festi(ity ad oy.

Background: Cadbury Ltd. has bee i *ursuit to *ositio Cadbury Dairy

Milk i the lo'al market as a alterate to s&eets. -or this *ur*ose Cadbury

has ru marketi) 'am*ai)s i *ast to iue'e 'osumer *er'e*tio by

'elebrati) ati(e festi(e o''asios &here *eo*le are eati) Cadbury Dairy

Milk, istead of s&eets.

Success Measureent Met!od: +he su''ess of the marketi) 'am*ai)

&ill be measured a)aist the /-A aalysis methodolo)y &here by the 'urret

10 *eetratio should i'rease to 50 of the market. Curretly Cadbury

Dairy Milk holds a house hold *eetratio )ure of 10, &ith 'osum*tio

fre#ue'y of oe 'ho'olate bar &orth s. 15, i a t&o &eek time duratio.

II. Creative Direction

"arget #udience & Insig!ts: 3ur tar)et audie'es are oyful, ethusiasti'

ad lo(i) *eo*le irres*e'ti(e of their a)e or so'ial ad e'oomi' 'lass. +hey

are 'asual i ature ad dot 'are about formal 'odes ad so'iallya''e*table beha(iors. +hey belie(e i listei) to their heart ad ot mu'h

to their mid. +hey are stro) belie(er i maki) ad stre)thei) relatios

ad feel ha**y by s*readi) oyfuless aroud.

Counication Objective & $eason to Believe: A most desired out'ome

of the &hole marketi) 'am*ai) &ould be that &hee(er there is a festi(e

o''asio, *eo*le feel a im*lied ur)e to buy, o other but, Cadbury Dairy Milk

'ho'olate. +he a)e'y may le(era)e the Cadburys 'eturies old herita)e


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ad e*ertise of 'ho'olate maki) i their 'ommui'atio. +he a)e'y may

also bak o the Cadburys attribute that it is the oly 6teratioal brad

a(ailable i the lo'al market at su'h a di(erse *ri'e ra)e.


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Mandatories: +he ad(ertisi) a)e'y is re#uired to use the *atet fot

style of Cadbury, the i'oi' *ur*le brad 'olor to)ether &ith symboli' )lass

ad a half full of milk. Cadbury Dairy Milk is a mass market *rodu't, so the

toe of the 'am*ai) should be tar)eti) mass market. +he ad(ertisemet

should relate to family life of a a(era)e household i /akista.

Media:+he a)e'y is re#uired to desi) a holisti' marketi) 'am*ai)i'ludi)7

8 A 90:se'od +; 'ommer'ial

8 A 120:se'od lm for


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o Ceturies old herita)e of maki) 'ho'olate.

o "tro) ad(ertisi) a**eal

Brand Identity: Cadbury Dairy

Milk

B$#*D C#PS+,(: Kuch Meetha Hojaye!

POSI"IO*I*-

-or the oyful, ethusiasti' ad lo(i) *eo*le,

Cadbury Dairy Milk is the milk 'ho'olate

that eri'hes oes momets of ha**iess like o other

be'ause of its 'eturies old e*ertise i maki) 'ho'olate

P$OD+C"#""$IB+"(S

Milky s&eet +aste

Cube stru'ture

/ur*le /a'ka)i)

@lasses of Milk

i#ue -ot style

B$#*D P($SO*IIC#"IO*

Ar'hety*e>

o Casual i ature

o Belie(es i s*readi) lo(e

o A stro) belie(er i relatios

B$#*D /($I"#-(

"tarted i ! 124

Milk 'ho'olate bars

itrodu'ed i 1EF.

Cadbury )oes *ur*le i

1E20.

Gorlds se'od lar)est0(1 DI($(*"I#"O$S

3ly 6teratioal Brad a(ailable i the lo'al market atdi(erse *ri'e ra)e.

Ceturies old herita)e of maki) 'ho'olate.

"tro) ad(ertisi) a**eal for idul)e'e.

cadbury ad brief

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