Cadbury Digestives Case Study
The Collins dictionary (n.d.) defines a digestive as a round semi-‐sweet biscuit made of whole meal flour. 1. The ‘Thank you’ Campaign worked successfully because: a) Careful selection and analysis of target market
b) Communication objectives were determined by the communication effect desired and was analyzed. -‐ Consumer need: Identified there was an interest in the product -‐ Brand awareness: There was general awareness for Cadbury but in other product categories (“Britain’s most trusted brand of chocolate”). They turned consumers ability of recognition (when product is recognized on the shelf) to recall (thinking of the brand on their own prior to purchase). -‐ Brand Attitude: They portrayed images that created a favorable brand attitude achieved through the ‘loud, proud and engaging’ commercial showing a dramatization of joy in women when experiencing the product. This positive attitude gives a competitive advantage as consumers may favor and purchase in place of competition (McVites). -‐ Brand-‐ Purchase intention: They created a desire in consumers to try the product despite having attitudes toward other brands. Could possibly lead to brand loyalty after trial.
c) Analysis of brand attitude strategies, noting that the type of motivation behind purchase was positive; to make themselves feel good. d) Pathos message appeal attractive to
b) Communication objectives were determined by the communication effect desired and was analyzed. -‐ Consumer need: Identified there was an interest in the product -‐ Brand awareness: There was general awareness for Cadbury but in other product categories (“Britain’s most trusted brand of chocolate”). They turned consumers ability of recognition (when product is recognized on the shelf) to recall (thinking of the brand on their own prior to purchase). -‐ Brand Attitude: They portrayed images that created a favorable brand attitude achieved through the ‘loud, proud and engaging’ commercial showing a dramatization of joy in women when experiencing the product. This positive attitude gives a competitive advantage as consumers may favor and purchase in place of competition (McVites). -‐ Brand-‐ Purchase intention: They created a desire in consumers to try the product despite having attitudes toward other brands. Could possibly lead to brand loyalty after trial.
c) Analysis of brand attitude strategies, noting that the type of motivation behind purchase was positive; to make themselves feel good. d) Pathos message appeal attractive to