Date:

May 5, 2014

Client:

Cadbury Ltd.

Subject:

Ad Brief for Cadbury Dairy Milk

Prepared by:
Qazi

I.

Hammad Ahsan, Khubaib Karim, Mohsin Ali Khan and Shafaq

Situation
Situation & Objective: Cadbury Ltd. wants its creative agency to design a
multimedia marketing campaign to help increase the penetration of its
product, Cadbury Dairy Milk. The objective of the campaign would be to
inspire consumer attitudes and beliefs in a way that Cadbury Dairy Milk
becomes synonym to festivity and joy.
Background: Cadbury Ltd. has been in pursuit to position Cadbury Dairy
Milk in the local market as an alternate to sweets. For this purpose Cadbury
has run marketing campaigns in past to influence consumer perception by
celebrating native festive occasions where people are eating Cadbury Dairy
Milk, instead of sweets.
Success Measurement Method: The success of the marketing campaign
will be measured against the PFA analysis methodology where by the current
10% penetration should increase to 50% of the market. Currently Cadbury
Dairy Milk holds a house hold penetration figure of 10%, with consumption
frequency of one chocolate bar worth Rs. 15, in a two week time duration.

II.

Creative Direction
Target Audience & Insights: Our target audiences are joyful, enthusiastic
and loving people irrespective of their age or social and economic class. They
are casual in nature and dont care about formal codes and socially
acceptable behaviors. They believe in listening to their heart and not much
to their mind. They are strong believer in making and strengthening relations
and feel happy by spreading joyfulness around.
Communication Objective & Reason to Believe: A most desired outcome
of the whole marketing campaign would be that whenever there is a festive
occasion, people feel an implied urge to buy, no other but, Cadbury Dairy Milk
chocolate. The agency may leverage the Cadburys centuries old heritage

and expertise of chocolate making in their communication. The agency may

also bank on the Cadburys attribute that it is the only International brand
available in the local market at such a diverse price range.

Mandatories: The advertising agency is required to use the patent font

style of Cadbury, the iconic purple brand color together with symbolic glass
and a half full of milk. Cadbury Dairy Milk is a mass market product, so the
tone of the campaign should be targeting mass market. The advertisement
should relate to family life of an average household in Pakistan.
Media: The agency is required to design a holistic marketing campaign
including;
A 30-second TV commercial
A 120-second film for YouTube
Colored print ads for National news paper
Colored posters, standees for POS displays
Promotional displays of Cadbury Dairy Milk in metropolitan areas across
Pakistan.
Digital and social media advertising
Budget Consideration: The agency would be provided a budget of xxx
million PKR for campaign.

III.

Brand Platform:
Brand Positioning: For the joyful, enthusiastic and loving people, Cadbury
Dairy Milk is the milk chocolate that enriches ones moments of happiness
like no other because of its centuries old expertise in making chocolate.
Personification:

Archetype: Young and happy go lucky female who loves to spread

happiness.
Values:
o
o
o

Casual in nature
Believes in spreading love
A strong believer in relations

Brand Personality:
o
o
o

Loving
Festive
Enthusiastic

Perceptual Equities:
o

Only International Brand available in the local market at diverse price

range.

Centuries old heritage of making chocolate.

Strong advertising appeal

Brand Identity: Cadbury Dairy

Milk

BRAND CAPSULE: Kuch Meetha Hojaye!

POSITIONING
For the joyful, enthusiastic and loving people,
Cadbury Dairy Milk is the milk chocolate
that enriches ones moments of happiness like no other
because of its centuries old expertise in making chocolate

PRODUCT
ATTRIBUTES

Milky sweet Taste

Cube structure

Purple Packaging

Glasses of Milk

Unique Font style

BRAND HERITAGE

Started in UK (1824)

Milk chocolate bars

introduced in 1897.

Cadbury goes purple in

1920.

KEY DIFFERENTIATORS
Worlds second largest

BRAND PERSONIFICATION

Archetype: Young and happy go

lucky female who loves to
spread happiness

Personality: Loving, festive,

enthusiastic

Values:

o Casual in nature
confectionary brand
Only International Brand available in the local market at
o Believes in spreading love
diverse price range.

Centuries old heritage of making chocolate.

Strong advertising appeal for indulgence.

A strong believer in relations