Mumbai: The new Cadbury Dairy Milk advertisement made by Ogilvy and Mather India has been simultaneously released in 15 countries including India, Canada, South Africa, Egypt, Saudi Arabia, UAE and Pakistan.
Explaining the thought behind the ad (click here), Prakash Nair, executive vice president, Ogilvy & Mather, Mumbai, said that not only did the communication have to convey the exhilarating taste of chocolate, it also had to communicate in a way that was both relevant and believable.
“One way to do it was to capture the reaction of someone who was tasting Dairy Milk for the very first time. But that would have been hard to do in a believable way, as you have consumers who have grown up eating the product. It could have been a baby’s reaction, but Mondelez is governed by stringent guidelines when it comes to advertising to young children. That’s when we thought about using an alien, someone who hadn’t encountered a bar of Dairy Milk before,” he said.
Created by Ogilvy & Mather, Mumbai along with Prana Studios and Fingerprint Films, the new campaign, titled ‘‘Taste that frees the joy’” showcases the moment of joy for a group of aliens, who taste a bar of chocolate that was left behind by an astronaut. The exhilarating joy they experience on tasting the new avatar of Cadbury Dairy Milk, results in an interstellar party. Mondelez India, that owns the chocolate brand, refused to share the expenditure on television and digital media for the campaign.
Interestingly, the ad also communicates a recipe change for the product in India as Mondelez launches a creamier Dairy Milk for the market. The first major recipe change in over a decade for India, the new Dairy Milk posed a challenge for the research and development team which had to keep the taste profile the same and yet make the chocolate smoother. Besides, it had to ensure that the changes did not make it more soft during the summer.
“Our biggest challenge was to ensure that we did not alienate even a single customer, with the new taste,” said Prashant Peres, director marketing (chocolates), Mondelez India adding that it took the team close to three years to get it right.
According to data from Nielsen, Mondelez is the market leader in the chocolate category with over 65% of the approximately Rs7,500 crore market in India. The Cadbury Dairy Milk portfolio continues to be the biggest chocolate brand in India with about 41% market share as of Q3 2016.
“When the most loved brand of chocolate is announcing a change in taste, you have to be very careful. Everyone loves Cadbury Dairy Milk and its ads. So, we had to make sure that we live up to that quality. This year, we did something different. Cadbury Dairy Milk is already the most loved chocolate on the planet. So, we took it to the universe,” said Neville Shah, executive creative director, Ogilvy & Mather, Mumbai.
The new campaign offers consistency in messaging across 15 countries. However, the interstellar party is a bit of a departure from the brand’s ongoing, long term, “Kuch Meetha Ho Jaye?” campaign. “While they may not necessarily run in parallel, this is not going to put an end to the original campaign. We have a task to grow consumption of chocolates in India, and that will happen by helping people find a place for chocolates in their lives,” said Peres.