Cadbury launches Cadbury Coco via Saatchi & Saatchi to redefine premium chocolate category
Cadbury is launching a new premium chocolate brand, Cadbury Coco, aimed at providing something different for chocolate lovers seeking indulgent pleasures. The launch marks a new evolution for the Cadbury masterbrand, as it expands into the premium space, building on from the success of its traditional milk chocolate products.
To support the new product, Cadbury is launching a multi-million dollar marketing campaign via Saatchi & Saatchi, Sydney to brand awareness and trial, led by a new TVC that showcases the Cadbury Coco’s premium credentials.
A three month sampling program across the country will reach a further 1.5 million people.. As a further illustration of Cadbury’s intentions for the brand, they have formed strategic partnerships with Virgin Australia and Opera Australia, designed to attract those looking for more luxury from their chocolate. Sampling activity will take place across Virgin Business Lounges and at performances of Anything Goes at Sydney Opera House and Melbourne Arts Centre in the coming months.
The launch campaign will also include outdoor activity, cinema advertising, social media, an online video and in-store activity. All activations and executions will be reflective of Cadbury Coco’s premium brand positioning.
Says Kate Watson, Senior Brand Manager for Cadbury Coco at Mondelēz International: “Cadbury Coco is a genuinely new offering for the category from Cadbury and we know it will capture the imagination of Australians who enjoy the finer things in life.. Cadbury Coco will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits.”
24 Comments
You go Glen Coco!
So far yet so far. Seriously average.
What?
What do you mean where will i go with a block of chocolate?
Will it make me more curious and adventurous?
Will i take it with me?
Why did you let them make you make that?
To be fair, clients everywhere are horrible right now.
What’s happening in our industry right now?
The first brand to take a risk wins.
Didn’t need the V/O. Bet a client made them do it.
Whole lotta money spent on a very average looking spot. The music does NOTHING to say ‘premium’ brand. The music is disjointed, dull and unimaginative. It sells NOTHING. The pictures don’t tell the narrative in any way that speaks romance or the lure of dance. Boring. Nothing sexy here … sounds like the drums are in the basement. Wow … the VO. Really? The quality of the voice is totally pedestrian.
Yeah, but the first brand manager to take a risk gets fired.
Am I hearing ‘Riverdance’???
oh dear oh dear oh dear,
There’s a product and campaign that’s dead right out of the gate
…not a hint of romance, sense of a premium product and that music, dear me – it sounds like bad editing at the end or two copies of the track out of sync?
This reeks of the ‘got my buddies to do it’ and we all had a nice trip on the clients money’. Truly woeful on every count. You have to wonder what work got tossed aside for this pile of ordinary.
Sack the agency, and then immediately sack the marketing dept…like today.
They don’t get fired if the work works. And isn’t our stance as creatives that the most creative work is the most effective?
What has happened to Saatchis? I remember when pretty much everything that came out of there was a triumph of idea over style; a strong idea based on a single-minded strategic insight. Not forgetting a strong element of charm. And often with a witty joke wound effortlessly into the fabric. And then delivered with verve.
The fact that most of the comments on this spot go to nit-picking the production values in this vacuous,self-conscious film about nothing is an indictment of the conspicuous lack of creativity in its foundations. How does one even script this sort of twaddle? Do you present a mood board? There is nothing that sets it apart from any other ‘luxury’ brand, let alone chocolate. Perhaps it’s from the bottom drawer of ancient, rejected Lexus scripts, with whatever idea was there surgically removed.
For those of you who find my comments relentlessly, remorselessly negative, I hope on this occasion you’ll agree they’re well-deserved. As a Saatchis alumnus, I just find this and so much of their work sad and embarrassing.
Who is James Boag done really, really badly.
A million dollars up in flames.
moodboards of refrence sold under the guise of a platform idea
Obviously someone got product shots on a couple of story boards mixed up, what’s this ad got to do with this statement/(brief?) from the client:
“Cadbury Coco is a genuinely new offering for the category from Cadbury and we know it will capture the imagination of Australians who enjoy the finer things in life.. Cadbury Coco will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits.”
At least hopefully we can look for a soap ad that will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits.”
Not sure I’d describe the taste of premium chocolate as “lingering” – a “lingering odour” perhaps, not something supposedly delicious. But as has been pointed out above, that’s the least of this spot’s problems.
this came out of Finch. I remember when Finch used to say No to this work, but now like every other company, they are willing to make wallpaper for big bucks.
“They don’t get fired if the work works. ”
This will be interesting to watch. Perhaps line dancing in Brazil to a piano tinkle and drum thud is enough to send bogans from one brand to another.
This is to persuade people to buy Cadbury instead of Lindt, right?
If so, I think it does a decent job.
It’s set in Europe somewhere, so we’re supposed to feel this chocolate is European or at least is made with European chocolatier expertise. Seems fair enough.
I get an Eyes Wide Shut feeling from the hidden, sultry dance party, though — but that’s not a bad thing, I guess.
The music didn’t offend me like it has some of you.
The talent looks like the wife from Inception.
As for an idea, well it’s obviously bereft of one. But it has a mood. I dunno, I don’t think it’s that bad.
Chocolate…any chocolate.
Eaten by women on couches wearing oversized, mismatched pyjamas.
It’s a cheap mood elevator straight to the fat-arse-happyville penthouse.
So, just imagine the disconnect with an audience watching this shit on TV as life sails by on the far side of their venetian blinds.
Sad on every level.
@Brown Evil
Only fat, depressed, lonely women eat chocolate?
I personally love it.
The chick is hot, the product is amazing, maybe you’re all just miffed you didn’t win the pitch.
I watched this happen. Many creative teams & many creative leaders all touched this and smeared the wall with shit, not chocolate. Client also added a fair amount of crap to the process to make it what it is.
And what has happened to saatchi’s these days??? …Who’s sitting in the ECD and CD chairs? Enough said.
will eating co co send me to a romantic evening of dancing with a gorgious guy? no but who cares enjoy the moment spoil your taste buds
Where was this and what was the dance?
What was the dress she was wearing?! GF loves it and I want to buy it for her..