Well, Color me purple…

Yes.. This is what I said to my nutritionist when she found out that the reason for her diet plan to fail was my indulgence in something which I (and I believe millions like me) can’t resist.. Chocolates… (Drool…)

Color me Purple (Literally)… Cadbury Dairy Milk is what must have come to your minds when you see a bar wrapped in purple packaging.. Dairy Milk is a true Mega-brand.. It means celebrating life’s everyday pleasures with a bar of Cadbury.. For the last 62 years the brand Cadbury has maintained its image but has matched itself to consumer lifestyles in specific market segments.

You’ll remember the below advertisements if you have grown up in 1990’s in India..



In 1990’s Cadbury Dairy Milk (CDM)re-defined the chocolate category from being “meant for kids” to “meant for the child in every adult” with its “Real Taste of Life” campaign. CDM sensed the spontaneity and Energy in Indian household post-liberalization and voiced it through these TVC’s.. Theun-inhibited expression of happiness by the dancing girl on the cricket field is still etched in everyone's memory.. The girl danced into our hearts and rest as they say is history… (This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby Awards)

Now that CDM had won everyone’s hearts it was time for CDM to take the place of traditional Indian sweets and increase chocolate consumption.. So came 'Khanewalon Ko Khane Ka Bahana Chahiye'.. The campaign was built to increase social acceptance of chocolates among adults thus showed adults sharing moments with CDM chocolates..
CDM had won hearts by now..It was now time to celebrate.. So came the “kuch meetha ho jaye” campaign..



CDM identified lingo that common Indians used in everyday life.. It became synonymous with “meetha”..To such an extent that people ask the retailer for CDM (“Bhaiya zara dairy milk dena”) when they want a chocolate.
Remember “Pappu paas ho gaya”?
The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with CDM. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. The “Pappu” campaign was used extensively to express joy in a moment of achievement / success and became part of street language.
As a result of the campaign penetration of chocolates increased faster in the last four years than it did in the decade before that! Frequency of consumption among adults grew by 16% in metros and mini metros. ‘Celebrating a happy moment’ emerged as a need state in four years and preference of CDM for celebratory moments increased on an average by 34% across town classes.

CDM is now into celebrating small moments of happiness that life has to offer... The latest ones being the “Celebrating the Pay Day” campaign on “Kuch meetha hai khana aaj pehli taareekh hai”.. And the “Shubh Aarambh” campaign launched a month back. The campaign is about CDM consumers to also enjoy their much loved chocolate before embarking on an important task, in anticipation of a successful outcome.The “Shubh aarambh” TVC is targeted to the youth who have come of age but still have Indian values in their heart. The TVC has a young boy asking a young girl sitting in a bus stop enjoying her CDM for a cube of her chocolate and stating the reason as having something sweet before starting something auspicious- asking her to drop her home on his bike.


The success of the Cadbury brand can be seen in how its image iscontinually maintained over time. Identifying brand values, and matchingthese to consumer lifestyles in specific market segments can helpdevelop a clear advertising message.
The Most recent Global campaign of Cadbury is a run up to the 2010 London Olympics (Cadbury is the official treat provider) and it aims to take consumer engagement to a next level.

As games get people playing, they bring people together and sometimes they even reveal an undiscovered talent. Cadbury has launched Spots v Stripes. They are asking people to choose sides and split into Spots or Stripes in order to play, what’s quite possibly, the biggest, longest game ever. The games range from on-ground events (cricket, dirt racing etc.) in 5 cities of Great Britain to online games (where everyone can take part)... To take part people have to register (http://www.spotsvstripes.com) with the side they want to play for - Spots or Stripes. Then whenever you play a game against someone from the opposing side, the winner scores a point for his/her side. All the points get logged and are updated live on Score’o’tron on the website. The teams have to score enough points and participants stand a chance to become one of their side’s all-star heroes along with prizes.



So..
Is stripes to straight for you or spots too rounded??
Have you joined your team yet??

Author: Manjushree Raina

Aroma Marketing

Ever wondered how..
Every single time you pass a flower shop, a smile emerges on your face?
Everysingletime you pass a cafe, you feel the urge to go inside and have a cuppa?
Everysingle time you pass a pizza place, suddenly your taste buds start craving for cheese?

Welcome to the world of Aromas! In this world, the sense of smell gets activated and takes you to a world enchanted with mouthwatering delights and soothing scents, where everything is happy and just what you’d want it to be. A world full of flowers, coffee and pizzas I suppose??
It’s a part of an experience- an experience that leaves your mood uplifted. You feel happy and enticed to try or at least have a look- The marketer’s job is done, the desire to try has been induced.
Aromas can be used to induce trials, no doubt. Be it during a sampling activity being conducted in store, wherein the smell of hot food would lure you to the standee or the scent of a woman, who’d lure you towards her anyways!!

A scent “can affect consumer attitudes” – in other words the ‘odour’ is mind altering

Supermarkets are known to spray scent of fresh bread around their bakery goods aisle and second hand car showrooms spray perfume with mixed essence of leather and new car smell to make consumer’s subconscious believe it to be a new car.
Apart from such trickery, aromas can be used to soothe and relax a customer during spa treatments, or something as opposite as shopping. Certain aromas are known to ignite the urge to spend!
From the signature smell of “basmati rice” to the café lattes at Barista. From the French Fries at McDonalds to the alooparantha’s at home…..
…..Igniting your sense of smell is the ultimate recall.

Author:
Harleen Kaur

References: www.herbsphere.com

Axe - Call me campaign

“What is Mobile Number?” – a typical Govinda song which had him crooning all over the place for getting Karishma Kapoor’s mobile number. Little did we know at that time, that he is asking the same damn thing that every guy wants of his favorite ‘kudi’. David Dhawan surely might not have thought of getting this thing researched and implemented from a marketing perspective, but there was somebody else who did this.

The Men’s Deodorant market is cluttered with a number of players jostling with each other for space. New entrants are getting churned out every now and then with most of them are playing around the same theme: Apply my Deodorant, Swoon the girls around you! So, in such a situation, what did the supposedly big daddy of Men’s deodorant market, ‘AXE’ do? Well, they gave people an experience that would linger on their minds forever, whenever they think of buying a deodorant.

A recurring story in small town research was that a signal of potential romance is when a girl ‘carelessly’ throws crumpled paper near a guy – a seeming piece of trash that actually contains gold - her carefully penned mobile number. Access to this private line of communication allowed the guy to have suggestive and flirtatious conversations not possible to have in public. Hence getting a girl’s number is a huge affirmation of attraction. A girl offering her number on her own makes the ultimate fantasy even more intense!

This insight lead to the idea of the campaign called - “Numberitis”

The Plan:
HUL actually made the guy experience his fantasy – ‘a flirtatious and sexy engagement with a girl’ and the mobile phone was offered center stage. The average Ramu, Shamu and Dhamu now got the opportunity to talk to a hot Axe angel over the phone. They also had the experience of waking up every morning to the sexy voice of a hot Axe angel. The campaign encouraged guys to call a number and talk to an Axe angel.

The Implementation:

The Seed Phase:

Researches were carried out in various cities and the findings were shown in the form of provocative headlines on how women give out their phone numbers to guys and how they use mobile phones in interacting with guys. This built curiosity and set the stage for the next phase.

Numberitis Phase:

A fictional disease called “Numberitis” was bought to life. PR was used to sensationalize market research findings and made the topic of exchanging mobile numbers a hot topic.

Launch Phase:

This included launch of TV ads and outdoor advertising. The ads had women giving out numbers to guys applying AXE deodorants in various ways, be it ketchup inside a loaf of bread or blowing it up on the glass window of a car. The phenomenon was catching up.

Engage Phase: Once people got those numbers and called them up, they were greeted by sexy, cool voices of Axe angels who behaved flirtatiously with them.

Re-engage Phase:

To take the experience one step ahead, the Axe angel also offered free wake-up call service, where the guy would be woken up by the angel for a week. This ensured that the consumer had continuous connection with the brand. Besides this, axe ringtones were up for grabs and there were opportunities to win I-Pods and I-Phones.

All this resulted into tremendous success for HUL's Axe. Engagement with the consumers increased in a tremendous way, leading to increased market share.

So, the next time you keep your eyes and ears open for any Bollywood numbers. Who knows, just another idea of making the consumers experience something unique might just spring up!

References: www.afaqs.com


Author: Balaji Venkatraman
Blog: www.balajimyblog.blogspot.com