Cadbury’s Eyebrows Advert - Is it enough?
So here’s a great ad from a great brand;
But are these latest adverts good enough to put Cadbury’s up there with the truly iconic brands, like Nike, Levi’s, Guinness and Sony Playstation?
Each have had amazing TV ads that get talked about and help increase brand awareness, but each ad was somehow related to the actual product. In the case of Cadbury’s, the link is to “a Glass and a Half Full of Joy”, which obviously comes from the production process of the chocolate, but I don’t think it’s enough to really improve the brand status.
There’s a lot of ‘what the f***’ comments out there. Don’t get me wrong, I love the ad, it’s very entertaining and I’ve sent it on to friends and family but it really needs to be more related to the product in order to make Cadbury’s ‘cool’ as there’s no sense of “if I eat Dairy Milk I’ll be able to body-pop my eyebrows”. This is where Levi’s shone with their naked guy in the laundrette ads and set the standard for a new generation of great ads.
Random ads, are they simply too random, so much so that they actually harm the brand? Just take a look at the previous 2 Cadbury’s ads (Gorilla and Airport Trucks), have they swayed your views of the brand?
P.S. The music from the Cadbury’s Eyebrows advert is “Don’t stop the rock” by Freestyle
I would argue that it has done wonders for the Cadburys brand as it has got everyone talking about the brand, put the brand front of mind and also creates a sub conscious fun factor association with the Cadburys brand. Very much like Tmobile have managed to create with their dancing at Liverpool St Station recently. But your right, it will still elicit some ‘what the f***?’ comments from some people out there.
I think its nice to see a brand thinking outside of the box for a change and for me I think it has helped to strengthen their brand recognition. The ads have also gone viral on a big scale with people forwarding the ads via youtube for example, which all helps to increase brand awareness and create a buzz around the brand.
But you raise a good point, is all this enough? Will I go out at lunch and buy Cadburys instead of Galaxy just from seeing one of their adverts? Probably not but I am beginning to associate the Cadburys brand with more of a fun factor which I feel they were lacking before.
Agreed i like the ad but yes again Cadburys is no higher on my own cool list of brands.
I think its a little self indulgent of the agencies creating these ads that have nothing to do with the brand. I’m all for thinking outside the box (yadder yadder) but just coming up with a random idea for the sake of being random isnt cool and its not clever! Since these kind of ads have come out I’ve had many conversations (also with people outside the marketing world)and its not cadburys thats discussed its ‘what agency did this’ & ‘who is that crazy person who came up with the idea’?! It was the same when the Guiness Dominoes ad came out - it was who’s the agency who got that ridiculous budget!
So are the agencies using these brands as their own PR tool?