Thursday 18th March 2010, Dave Pegg Artwork team manager for Cadbury’s in-house design studio, came in to speak about Design, Marketing and Advertising. He spoke about how he had, since leaving sixth form and university, gone on to do a variety of jobs within his discipline which culminated 12 years ago in securing a job at Cadbury’s. I agree that his varied jobs before are all brought together in his job now: illustrator, printer, designer and sculptor all built up to being an artwork manager. They all assist in being able to design and oversee campaigns and launches, some of which have seen staggering success rates.
It was interesting to learn that Cadbury’s design studio was in-house, but it makes sense when you learn that they produce 4,500 design pieces a year worth £9 million; more than all the advertising agencies in the UK put together; which would be impossible to contract out. So quite rightly it is dealt with in-house, enabling them to keep up with the market and also to keep the hefty budgets down in cost as much as possible. Also, as they work in an advance of between 1&½ to 2 years through strategic planning, which would be impossible to control and keep up with if they were dealing with an agency.
Dave Pegg also described and showed some of the adverts for Cadbury’s over the years and how they have changed and progressed. John Cadbury created the first advertisement in 1824, this would most definitely have been something nobody had seen before. Adverts for products did not really exist before then, so would have been something that caught the consumer’s attention and combined with his attractive shop windows would be something the consumer would remember. In 1866, the strength of the product, how Cadbury’s is a premium brand was first introduced. This was the birth of the brand identity. Back then it was backed-up by medical testimonies, which now cannot be used, but instead the idea of the product being ‘Fairtrade’ is highly pushed. There are themes that run throughout Cadbury’s advertising over the years, reinforcing brand identity with the consumer; reminding them that Cadbury’s is the oldest and best. In 1928, Dairy Milk became the largest selling chocolate product which showed John Cadbury’s work had paid off. This resulted in an investment into the advertising, something which is extremely evident now. Cadbury’s have ensured 500,000 saw the cinema units and their special shows in the 1930’s, that the Fruit and Nut adverts increased sales by 73%, and that celebrity endorsements helped launch Wispa. Also that Cadbury World became the second most visited attraction in the UK (second only to Alton Towers), that 18million viewers of Coronation Street saw their campaigns and that £16 million was spent on the gorilla advert in 2009. When looking at the old adverts, it is surprising how things have changed, yet still seem to have stayed the same. The messages of the adverts have been re-used; in the beginning the taste and company itself were focused on, then highlight was on the taste especially when launching a new chocolate. Then there were celebrity endorsements, but now the adverts have become focused on the company and its image once again. This successfully enables Cadbury’s to promote all their products; which are so many more than you might think; all at the same time. By promoting the brand’s image, they encourage brand loyalty and remind customers why they love Cadbury’s. This is a much more effective advertising method, as they do not have to advertise all their products individually, leaving more budget for new product launches. It also helps that these adverts promoting brand image also become viral sensations. For example, the gorilla advert had ½ a million hits on YouTube in the first week. The best part being, it is free advertising.
It was a very interesting talk from Dave Pegg, it gave a real insight into the advertising at such a major company. And with such high investments in their products and advertising their products, it is no surprise that the purple on their packaging is trademarked, after all everyone associates chocolate with that classic purple.