The marketing campaign will reaffirm the enduring Bournville model’s long-standing relationship with the British public. It additionally consists of OOH (Out of Residence promoting) and a social media marketing campaign that places individuals at its coronary heart utilizing actual, nostalgic household pictures.
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 rejoice being a part of British life for generations relatively than mark a milestone.
The VCCP company in London has developed the advert. It focuses on the sense of belonging to the nation by way of the shared worth of generosity, upon which Cadbury was based, and in merchandise which have develop into a part of British life and tradition.
200 years of British life
The 60-second advert takes viewers by way of 200 years of British life, starting in 1824 and travelling by way 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 mentioned: “The setting modifications subtly across the lady and shopkeeper as time advances, expertise, 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 develop into a favorite with shoppers who will recognise its iconic packaging designs from their previous. Cadbury can 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 and marketing Director at Cadbury, mentioned: “It is a very particular second for us. It’s not day-after-day that you’ve the chance to rejoice 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 in the present day with out them. We wish to display that the values upon which Cadbury was based in Birmingham 200 years in the past nonetheless ring true in the present day 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 unit in Bournville, Birmingham acquired £15 million funding three years in the past to reinforce manufacturing.
Bryony Tate, Cadbury Model Supervisor at Mondelēz, mentioned: “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 vital function in our historical past, and we’re proud to rejoice 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 the whole 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 remains to be right here in the present day. We’re planning for an thrilling 12 months forward and lots of extra bulletins.”
