Cadbury’s Repositioning

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Cadbury’s Repositioning

As a part of Cadbury’s repositioning as a brand they have created a campaign that marks Roses’ 80th Anniversary. This new brand positioning will focus on “generosity and kindness,” which are the two founding principles of Cadbury, chosen by the original founder and philanthropist, John Cadbury. This will be Cadbury’s first major campaign in more than 20 years, and it’s goal is to take the focus away from technology and phones and to be more present, living in the real world, building interpersonal connections with people in day to day life.

To explain the campaign in greater detail, the 30-second video spot follows young boy who thanks people by saying “Roses” instead of thank you, which amuses his father immensely. People that the father and son encounter all are baffled by the kid’s habit until it is revealed that he overheard two teachers discuss how the best way to say thank you is with Roses aka the Cadbury chocolate product.

Equally relevant to include is the following quote stated by Michael Moore, a senior brand manager: “Culturally we think it’s a really nice time to be talking about thank yous. When we talk to our consumers they seem to be a valuing real gestures of kindness, which is what Roses is doing. People are discussing the importance of getting off social media and giving a face-to-face thank you.” There is so much truth to the fact that consumers are valuing real gestures of kindness more and more, which will allow Cadbury to potential reach a whole new customer group that they’ve never reached before.

Additionally, the ad launched September 24th and the campaign will cost 2.6 million euros. The biggest question to ask, in my opinion is the following… was this re-positioning was a smart investment and will this campaign will be effective in engaging consumers and increasing revenue? Overall, I think the answer is yes to both. Since the brand is looking to improve its “modernity” among those aged over 35 or those who would be more health conscious (and less likely to buy chocolate), this is a fresh take on how to reach them in a whole new way. People will certainly be much more willing to give or receive chocolate as a gift in this type of situation than to actively seek it out on their own. Therefore, I believe the campaign/brand re-positioning is effective and will cause an increase in sales due to its unique marketing target.

Finally, Cadbury will be launching digital and experiential activity to keep consumers engaged throughout this campaign and has definitely been looking to the future to stay up-to-date in a modern, ever-evolving world. This example is just one of many that proves just how creative marketing campaigns can be, and just how vital brand positioning is when you’re a company that has been around for many years who is trying to remain competitive in a health-conscious and modern world.



Janki Patel

Janki Patel

September 25, 2018at 1:58 pm

I love Cadbury and I am so excited to see this global brand of chocolate become more innovative in their marketing. They are mixing both real gestures with the roses as well as digital technology with their campaign, so that is a great blend in my opinion for success of the brand.

Emma McHam

Emma McHam

September 25, 2018at 2:02 pm

I, personally, don’t know how well I see this new plan working out for Cadbury mostly because it just seems like kind of a stretch to see these chocolates as a way to say thank you and get people off media. I also think it’s interesting that they have waited so long to do such a major campaign and kind of feel like every company has a campaign somewhat similar to this, so it doesn’t seem very original. Though I do think it’s good that they are rebranding, it may just be a little too late.

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