A new advert by Cadbury has recently been launched and it’s made us look back at how their adverts have changed since Kraft took over back in 2010.
Cadbury’s most recent advert shows an employee sat at his desk, on hold on the telephone; he consumes a piece of Dairy Milk and begins miming to ‘Yes Sir, I Can Boogie’ as it’s played in the background. Despite being a good humoured advert, it seems to lack the Cadbury edge and impact that we’re used to seeing and enjoying. Remember that attention-grabbing moment at the start of the Gorilla advert back in 2007?
The video also doesn’t have a strong emphasis on the purple brand colour as they usually do, instead using it subtly as the employees’ tie and socks and folders in the background. The popular strapline ‘a glass and a half full of joy’ has also been changed for ‘#FreeTheJoy’ pushing social media interactions.
There have been a variety of popular Cadbury adverts and after a quick discussion in the apt office, it is clear that our favourites occurred before the takeover.
The Gorilla advert from 2007 still remains a favourite as everyone tries to time their air drumming with the popular Phil Collins song – In the Air Tonight.
Cadbury’s advert in 2009 definitely raised a few eyebrows with us! We loved the obscurity and playful creation that fits in precisely with their “a GLASS and a HALF FULL of JOY” strapline.
After a scan through the new adverts’ comments on YouTube and #FreeTheJoy Twitter feed, it’s clear that our decision is shared with many others who still hold the Gorilla advert as their favourite and think that Kraft should try to step back to creating the more traditional Cadbury adverts we have become to know and love. We’ve come to expect more from Cadbury and think this advert is a glass half full!