creative strategy for cadbury
Me and my group were given a project to introduce a new product for Cadbury, as well as make an IMC plan for the brand. The new product we introduced for Cadbury was dessert- customized ice-cream.
I was in-charge of the creative strategy. This is what I came up with-
Creative Strategy Statement:
Carrying on the legacy of being a family brand, we want to launch the ice-cream product line to bring smiles on the faces of our consumers. We believe that everyone deserves a ‘sweet moment’, and wish to be a part of their happiness.
Reason for creating the campaign:
With our campaign, we would like to increase our product’s awareness by hearing about your sweetest moments, see you enjoy our product, and living in the moment. Another objective is to increase the number of consumers of Cadbury Ice Cream. We want to advertise our product to reach as many people as possible. We might consider the campaign successful when Cadbury Ice Cream becomes talk of the town by being a huge part of others’ stories. The driving idea behind the campaign is ‘Sharing sweet moments, sharing happiness’.
Campaign Poster:
Persuasive statement that will be used for the campaign:
The campaign we plan to go ahead with is ‘Moment of Sweetness’. The statement would highlight the happy-sweet stories of our consumers while enjoying Cadbury Ice Cream, adding it to the collection of their beautiful memories.
Understanding the target audience for the campaign:
Cadbury has always been a family brand which caters to people from all walks of life. Cadbury believes that everyone has a child inside and enjoys the sweetness of chocolate. For their ice-cream business, it is not going to be any different. That means, Cadbury ice-cream can be enjoyed equally by a child of 5 years as well as an older gentleman or woman of above 60.
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