Wednesday, 18 March 2015

Created an advert for Cadbury's Creme Egg

Open shot into a large family kitchen, middle aged attractive normal looking woman is sieving ingredients into a mixing bowl and box of Cadbury’s Crème Eggs can be seen on the side of the counter. Mixing follows and mixture is poured into a tray that is in the shape of a milk bottle, Crème Eggs are broken into halves and pressed into the top of the mixture and try is then slid into a pre-heated oven- as indicated by the oven light being on already and background fan noise. Radio plays and song changes to ‘Groove is in the Heart’ by Deee-Lite and lady looks at the camera Office-style and begins lip syncing along with the words to the song. Song reaches completion, kids come running down the stairs to the smell of the brownies baking, tray is taken out with much ‘oohs’ and ‘ahhs’. Screen goes purple, phrase ‘Make all their dreams come true’ appears and underneath are the hashtags #FreeTheJoy #SpreadTheJoy.

The use of seasonal relevance of one of Cadbury’s primary Easter offerings comes together with the USP of Cadbury’s Dairy Milk products, ‘glass and a half of milk’ and the slogan of Crème Egg ‘how do you eat yours’. This USP is referenced in the advert through the specially shaped baking tray for the brownies, this can be interpreted as an example of resonance, which McQuarrie described as being ‘an echo or multiplication of meaning’ whereby the bottle shape increases exposure to a direct link to Cadbury’s USP (McQuarrie 1986: p 181). Hyperbole is use of ‘egg’ageration or use of extreme claims and is used via the tagline ‘Make all their dreams come true’ as Crème Egg brownies are probably not warranting of a dream (Literary Devices 2010), The Drum points out ‘consumers are presumed to see through such slogans’ (Gardner 2014).

Slice of life has been used alongside an association strategy in which the brownies being cooked with the addition of the Crème Eggs work as a reminder of what can be done with them creatively in the kitchen. Creative director Jerry Daykin said he hoped it would ‘keep crème eggs front of the mind right up until easter’ (Eleftheriou-Smith 2015). To change the format to demonstration, an ad could be made with celebrity chef Eric Lanlard, the creator of the original Cadbury Crème Egg brownies recipe.

Pathos is emphasised within the ad as the positive emotions joy and happiness are stimulated when people have baked goods, this creates empathy with the audience of the ad and persuades them to want to bake. Additionally central route is used via high involvement and the use of a motivating and positive message to consumers, reinforced by the persuasive message to bake with Crème Eggs this Easter.

The hashtag #FreeTheJoy has replaced the Joyville campaigns made by Cadbury’s since 2012 and so far Cadbury’s have made two television adverts in this new campaigns (McCabe 2015). The first was made by Fallon London and shows a man, ‘Keith’ namesake of the ad, sliding on a swivel chair through offices lip syncing to Duo Baccara’s hit ‘I can Boogie’ (Hayden 2015). Furthermore the second shows actor James Cordon lip syncing to Estelle’s track ‘Free’ (Swift 2015). Note that there is no pattern with age of songs, only that they be pop, lip sync-able and upbeat- as parallel with the ‘joy’ from the Cadbury products.


References

Anon. (2010) Literary Devices. [Online] Available from: http://literary-devices.com/content/hyperbole [Accessed 17 March 2015]

Eleftheriou-Smith, L. (Wednesday 18 February 2015) Cadbury Creme Egg challenges consumers to top brownies recipe in Google+ activity. Marketing Magazine. [Online] Available from: http://www.marketingmagazine.co.uk/article/1281224/cadbury-creme-egg-challenges-consumers-top-brownies-recipe-google+-activity [Accessed 17 March 2015]

Gardner, M. (Monday 13 October 2014) Is metaphor in advertising dead? What the Red Bull payout means for brands and their slogans. The Drum. [Online] Available from: http://www.thedrum.com/opinion/2014/10/13/metaphor-advertising-dead-what-red-bull-payout-means-brands-and-their-slogans [Accessed 17 March 2015]

Hayden, L. (2015) Cadbury Dairy Milk Yes Sir, Let’s Boogie Again. [Online] Available from: http://www.tvadmusic.co.uk/2015/02/cadbury-dairy-milk-yes-sir-lets-boogie-again/ [Accessed 17 March 2015]

McCabe, M. (Tuesday 13 January 2015) Cadbury ditches 'Joyville' campaign but commits to TV advertising. Marketing Magazine. [Online] Available from: http://www.marketingmagazine.co.uk/article/1226825/cadbury-ditches-joyville-campaign-commits-tv-advertising [Accessed 18 March 2015].

McQuarrie, E. & Mick, D. (1996) A critical pluralistic inquiry into advertising rhetoric. Journal of Consumer Research. [Online] 19 (2) 180-197. Available from: https://gates.comm.virginia.edu/DGM9T/Papers/McQuarrie_and_Mick_1992_On_Resonance.pdf [Accessed: 18 March 2015]

Swift, J. (Wednesday 18 February 2015) James Corden 'frees the joy' in Cadbury campaign. Brand Republic. [Online] Available from: http://www.brandrepublic.com/article/1281536/james-corden-frees-joy-cadbury-campaign [Accessed 17 March 2015]