It is essential to have a coordinated approach to marketing online and offline. Potential and current customers can now find you wherever they are, whether on a billboard or through Snapchat filters. No matter where they are, a customer’s experience when they consume your product should be the same as when they first found you. A robust and integrated approach to marketing that uses consistent branding across all channels will yield multiple benefits such as increased trust in your business and a stronger ROI.
The lines between traditional and digital marketing are blurred as we live in a digital age. It’s crucial to ensure that your messaging is consistent across all channels.
Cadbury’s ‘Obey Your Mouth” campaign was launched in May 2016. It focused on their top-selling chocolate bars. The Crunchie campaign attracted a lot of attention. Since 1990, Cadbury had yet to release a Crunchie television advertisement. Their slogan was “Friday Feeling”. Cadbury launched a new Crunchie advertisement in May with the same classic slogan. Cadbury was not content with this ad. They were also keen to target Generation Z. Cadbury wanted to retain their 90’s slogan but update it for a new generation that was likely to be toddlers or not yet born. When the first ads were released. They turned to Snapchat. About 55 million Snapchat users are between 16 and 24 years old. According to research firm Canvas8 , 40% of teenagers in the U.K. are using the platform.
Crunchie released 3 sponsored filters that were all centered around the ‘Friday Feeling’ slogan. The filters ranged from giant golden lips to disco ball faces that blast The Pointer Sisters’ “I’m so Excited” (also seen in the original 90’s ad). The campaign wanted to introduce Gen Z and Crunchie so it was natural to include the product in the filters. The giant lips often bit the bar as the user was asked to open their mouths.
Cadbury was aiming to have the filters viewed 10 million times. 9 million people viewed the first filter. Digiday discovered that Cadbury needed help to afford this promotion. Their research revealed that creating a sponsored Snapchat lens costs over PS450,000 (700,000). Cadbury also put a lot of effort into traditional marketing to help this campaign grow. These included street teams, billboard posters at bus stops, bus and train wraps, and bus and train signage.
Cadbury has yet to release figures about how the campaign has increased their awareness or revenue. Cadbury’s joint approach to increasing chocolate sales is ambitious. It has also shown that they are fearless in venture into new territory.
Barbora Hrdlickova is the Cadbury brand manager singles. She said that this campaign aimed to show consumers that Cadbury has it no matter what they are craving. This is a great opportunity for retailers to be the number one chocolate singles supplier, with more than 1 million bars sold daily.
Cadbury will increase awareness for its single chocolate brands through consistent branding and interactive creativity. Cadbury will launch more campaigns this summer to promote their other chocolate bars.