Bring a tear to your eyes, put a soft smile on your face, make you break out laughing, may be even go hug your mother. This is what advertising does to you. And that is exactly what Dairy Milk has done to an entire nation of sweet-lovers for over the years. Their legacy of adverts speaks about emotions, feelings and celebration. For instance,
their latest series of ads echo the sentiments of how it’s a good idea to have something sweet (aka Cadbury Dairy Milk) before starting anything. The first of many, is a tale of young, budding love. The Shubh Aarambh. Absolutely adorable!
The next one holds a special place in my heart. Remember when we were all kids, and a common prank we played was to ring the doorbells of our neighbours and run away? Wasn’t it such a great time? This ad also speaks about a kid (now all grown up) going to one of his neighbour’s house with a box of Cadbury, and apologizing for all the times he’s played that prank. All this followed by a sweet tag line: Iss Diwali aap kise khush karenge?
These ads got me thinking about how Cadbury has been the undisputed market leader in India, and how its superlative communication has played a large part in getting it thus far. Considering the market conditions in the country, it is quiet a task to manage a marvelous 70% market share. And let’s not forget, they do have worthy competitors with formidable marketing prowess surely attempting to take a bite out of it: Nestle (who’ve had a similar dream run with Maggi and have
revenues in excess of 2.5 times that of Cadbury in India), Britannia (hugely successful brands in the confectionaries market with revenues in excess of 1.75 times that of Cadbury in India) and a handful of other players.
So, how difficult would it have been to retain this kind of share? Let’s take a look at another organization which was leading a while ago, but HLL knocked it off and other players too quickly grabbed their share from the now weakened defense. Yes, Colgate it is. This world-leader in oral care with a 200-year legacy, a true American brand-savvy firm lost their market to their European competitor in just a bat of the eye. Unilever’s perfectly crafted multi-prong strategy with their brands Pepsodent and Close Up got them to the top. Not to mention, Colgate further lost market share to smaller brands like Anchor, Babool, Ajanta, etc.
Coming back to Cadbury, it has not only managed to retain existing market shares, but it is also successfully doing what Kotler would have expected a true market leader to do: Grow the market. Increase the product category sales. Needless to say, the revenues would be easier to come from a larger market itself than a larger market share. One quick look at its advertising and the consistency would be evident.
All the communication that Cadbury has been doing in India has been to create reasons and occasions for consumption. Kuch meetha ho jaaye (before the start of something auspicious), Pappu pass ho gaya (upon success or completion of anything), Aaj pehli tareekh hai (no excuses not to celebrate), To share and gift (Raksha Bandhan, Diwali, et cetra), The real taste of life (adults can enjoy it too). Superb, isn’t it?
Not only the consistency and clarity of messaging, but the execution has been precise too. Who can possibly forget the ‘girl dancing on the cricket field’ ad – which went on to receive the ‘campaign of the century award’ by the Ad Club, Mumbai. The class act of the ‘Pappu pass ho gaya’ tag line, which has now become part of common street language. And now, the recent ‘Kuch meetha ho jaaye’ series. No overacting. Great situations selected.
Cuts across all age groups, social levels and geographic locations. A point worthy of a special mention is, the beauty with which they have picked up an old Indian tradition of eating sweets as a harbinger of good things and have everybody (including youngsters) believe in it. Now it almost seems like this tradition was an integral part of what we believed in and followed regularly.
All I have left to say is, like Raymond, Everybody Loves Cadbury.
While we are discussing celebrations, let me take this opportunity to share with you our very own reason for celebration at Eggfirst. Eggfirst bagged a Bronze (Print ad) at the prestigious ABCI 50th Annual Awards 2010. Shubh Aarambh, eh! Surely a reason to celebrate, isn’t it? Ab kuch meetha ho jaye…!