LO1: Cadbury Creme Egg

LO1: Cadbury Creme Egg Advertising Campaign

Tv Ad: https://www.youtube.com/watch?v=rDURT0Nrm_4

The target audience for this advertising campaign is that of 16 to 24 year olds, despite the clear denotation of a purple colour scheme which has connotations of femininity this product is not targeted specifically at specific genders instead the purple is used to reinforce the brands image and branding.

The key message of the campaign is that the creme eggs are only on sale for a limited time and this exclusivity results in the audience feeling compelled to buy a creme egg and 'have a fling' which has connotations of a short term relationship.

This campaign was mainly marketed across their Facebook page and TV. The aim of the advertising was to use Facebook to reach 16 to 24 year olds buying individual creme eggs. The social media campaign for this created egg versions of popular social networking and dating sites. These include things such as 'Eggstagram' and 'Tindegg' thus appealing to a younger demographic. In addition to this the campaign continued the popular hash tag 'Creme egg bake' which engaged an encouraged people to suggest new ways to bake with creme eggs.

Throughout the campaign there is little uses of groups, people or stereotypes to enforce the campaign message. However, in the campaign there were several variations of the same advert all with the message of too 'have a fling with a creme egg' . In the different Tv advertisements numerous different models are denoted throughout to represent people from all backgrounds, such as an artist, teen preparing for a date, women on date and a suited man in a limousine . Consequently, this would result in the campaign possibly appealing to a larger market as the audience is led to feel as if they can relate or empathise with at least one of the characters.

This campaign was well organised which resulted in its success in increasing cadburys exposure and purchase intent for younger ages. The campaign itself was timed to be released well in advance of the annual holiday of easter, this was key as at this time it is know that there is a dramatic increase in the sales of confectionery and therefore the campaign would have a bigger impact. In addition to this the same campaign has been used several years after due to its success and to reinforce the ideas again.

By choosing to largely promote this campaign using social media it has successfully reached there intended target market of 16 - 24 year olds as this demographic have a large dominate on these platforms. The Tv advertisements were also successful in expanding this target market and possibly reaching older ages as the ads featured people of all ages and genders. As a whole this campaign proved extremely successful as in the years of 2012 cadburys were struggling to get recognised in the confectionery market however after this initial campaign and the ones there after the company has gained more recognition and thus profits.

In this instance the campaign has also complied with the guidelines set by the ASA and therefore will avoid the risk of the advertisements being removed or further reported to OFCOM. The ASA set guide lines that state that the media product should be non misleading, harmful or offensive and this campaign is seen not to have breached this. Similarly, there is little issues with regard to ethical issues in the campaign this is because no controversial products such as alcohol, gambling and tobacco are used, theres is no deception or vulgarity in addition to there being not racial issues or puffery.