Agency: Ogilvy & Mather, Mumbai
Brand: Cadbury Dairy Milk
Campaign: Now Tastes More Chocolatey!
Production House: Fingerprint Films
The Ad: The TVC showcases the ‘delicious moment of joy’ of a group of aliens on tasting the new avatar of Cadbury Dairy Milk, resulting in an interstellar dance party.
Target Audience: Across age groups; pan India
Business Objective: To recreate the joy of having tasted Cadbury Dairy Milk for the first time, emphasising that it ‘tastes more chocolatey’ due to revised formulation
The Appeal: Chocolate is bound to arouse the senses. Also, the un-choreographed, spontaneous alien dance does make one sit up and take notice. But whether the attempt evokes a smile or a derisive frown depends on the viewer’s sensibilities.
Competitive Edge: Traditionally, chocolate brands including Mondelez India have used friends, family or lovers to bring out the affection on sharing a bar of the chocolate. The concept of dancing aliens is unique and can help the brand to communicate the idea to a diverse group of people without any language barrier and societal associations.
Tone of Voice: Funny
Verdict: For a brand which has considered itself as age-agnostic for over two decades now, its latest ad film is, well, too kiddish. For an adult, it doesn’t do much whereas for a child, it can grab their attention at best. In the past, Cadbury in its communication has always been about relationships.
Through the latest film, the brand and its creative agency want to show that Cadbury Dairy Milk, is already established as a favourite on planet Earth and by choosing aliens, that thought is almost ‘universal’. For someone who wouldn’t have ever tasted a chocolate, the brand feels it was a great idea to showcase aliens getting immersed in the taste of Cadbury Dairy Milk and freeing their inner joy. If the message was just showcasing joy, then the film perfectly fits the criteria. However, the message — chocolate being more ‘chocolatey’ now — doesn’t come across. It is here that the film fails. If the message isn’t clear, it doesn’t matter if the product is ‘out of the world’.