The product is perfectly suited for high-brow, sophisticated advertising. The film was shot in Stockholm and looked international. The media choices available were drool-worthy and a rarity these days: English print ads in weekend supplements, radio spots, magazine ads, outdoor, a website and many more. The launch of Cadbury Bournville had everything going for it. My first reaction to the TV spot was ‘good, but not great’.
The second phase of the campaign has kicked in now with ingredient-focused idents, a Twitter feed and a new social media initiative in the form of The Dark Truth, a blog. The efforts are all commendable – a Twitter feed that is actually not discontinued after the first 5 tweets posted 3 months ago, a blog that has a leadership stance in the category and not really a hard sell of the brand. The blog could perhaps have been promoted more aggressively rather than just leaving it to trade magazine announcements. A Google search for ‘Cadbury Bournville blog’ gives you the press release as the top entry.
But do all the efforts add up? Is it all about conveying the same idea consistently? Here’s a list of key visuals of the campaign thus far:
The first TVC set up the premise of ‘you have to earn it’; but the tone of voice and personality is very different from what is on the website. The ingredient based second phase has a la-di-dah tone in line with the website. But the blog looks very different (and out of synch?) from everything else. Overall, the effort to straddle all the possible touch points and present it as a premium brand comes through, but is it all in one voice?