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]