Posts Tagged ‘cadburys’

Cadbury’s social impact on the Olympics 2012…

Friday, March 23rd, 2012
Spots V Strips - Cadburys - Marketing Communications

Spots V Strips - Cadburys

In a recent blog regarding chocolate brand Cadbury’s we discussed the increase in marketing activity surrounding the Olympics 2012.  The ‘Eye of the Tiger’ music video, launched this year, was the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and was designed to motivate athletes on the Team GB.   This successful campaign demonstrated how important it is for brands to support the Olympic events this year.

It is evident that Cadbury’s motivation through their campaigns is to inspire people across the UK and Ireland to take part in sports.   The brand claims that it’s Spots v Stripes Olympic activity has been a success, not by measuring the number of chocolate bars it has sold, but how it has inspired people across the UK and Ireland to take part in sports.

A combination of different marketing campaigns – the Olympic postcard campaign – and sports events – Spots v Stripes games – over the last two years has positioned the brand as a key player in the promotion of the Olympics 2012.  How is the brand measuring its return on investment…?

Marketing Week reported that more than three quarters of a sample of 1,115 participants and spectators said they were more likely to get involved in community activities … Peter Taylor, professor of sport economics who took part in the assessment, claims that for every £1 invested in the campaign, the return on social investment, or benefit to the community is £1.90.

Cadbury’s agenda is about creating awareness and bringing communities together rather than increasing sales.  I am sure the brand will see a significant increase in sales off the back of this comprehensive campaign leading up to the Olympics.

 

Cadbury & The Olympics

Thursday, February 23rd, 2012

This week on Marketing Week shows the launch of Cadburys Rocky themed music video. The ‘Eye of the Tiger’ music video is the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and is designed to motivate athletes on the Team GB.  What makes this series of films different to any other of Cadbury’s quirky adverts in the past…?

 

Cadburys Olympic Advert - Eye of the Tiger

Cadburys Olympic Advert - Eye of the Tiger

The video is the final in the series of musical films featuring songs like Simply the Best, Danger Zone, and Gold, all of which are world class songs that are attached to momentous events in history.  Very clever Cadbury, once again they pick a song that just about everybody knows and cannot stop singing once they have heard it!  What celebrities are in the Cadbury finale…?

The ad features sports fans from home towns of Team GB stars such as Tom Stalker (Liverpool) and Ashley McKenzie (London) singing the Rocky theme tune as a way of encouraging their future local heroes.  Cadbury really are Risin’ up, straight to the top of viewer’s radar!

Cadbury Olympic Adverts-  Eye of the Tiger

Cadbury Olympic Adverts- Eye of the Tiger

Cadbury have been very busy on their support campaigns leading up to the events this year…, In January the brand kicked off the year with the launch of their limited edition pack and on-pack promotion.  The new promotion has been reported as offering extensive support as part of Cadbury’s status as the Official Treat Provider of the Olympic and Paralympic Games.