From the Production Department at Cadburys:

CADBURY CREAM EGG ADVERTISEMENT

HOLLY ROBERTS
1 Cadbury Cream Egg Advertisement

Index
Summary --------------------------------------------------------------------------------------------------- Page 2
Market Research ------------------------------------------------------------------------------------------ Page 2
Scenario ----------------------------------------------------------------------------------------------------- Page 2
Theme ------------------------------------------------------------------------------------------------------- Page 3
Target Audience ------------------------------------------------------------------------------------------ Page 3
Timeline ----------------------------------------------------------------------------------------------------- Page 3
Justification ------------------------------------------------------------------------------------------------ Page 4
Conclusion -------------------------------------------------------------------------------------------------- Page 4
Glossary ----------------------------------------------------------------------------------------------------- Page 5
2 Cadbury Cream Egg Advertisement

Summary
In this report, I will be outlining my ideas for an advert that will be promoting the Cadbury’s
product, the Cream Egg. This report will include some market research about previous
Cadburys advertisements and other competitors for Cadbury. I will also give the scenario of
the advert and the timeline of the adverts contents. I will be producing an advert with the
intent to create a wider awareness of the product and to hopefully increase sales of it.

Market Research
Cadburys started in 1842 when a man called
John Cadbury opened a grocer shop in
Birmingham. Among the products he sold,
one of them was chocolate that he made
and prepared himself. It was then in 1831
when John Cadbury brought a four-story
warehouse for producing the chocolate. This
is when he started to produce it on a
commercial level.
Cadburys main competitor in England is
Mars who produce Maltsters, Galaxy, and M&Ms. Nestlé, Kinder chocolate, and Hershey are
other competitors to Cadbury. One of the ways that Cadbury have remained competitive is
by creating new ideas for their products. For example, they released a version of the Dairy
Milk Bar called ‘Marvellous Creations’ and another version called ‘Medley’. By adding new
ingredients and then increasing the rage chocolate that they produce, they are becoming
more competitive to rival chocolate brands.
Another way that Cadbury remain competitive is by using marketing campaigns. In the past
Cadbury have produced very successful adverts. For example, in 1968 they introduced the
Milk Tray Man in an advert (which has been recently re-done) and in 2007 they showed a
gorilla playing the drums over a Phil Collins record.

Scenario
The scenario of the advert is that a person is in the shop and they are not sure whether or
not they want to buy a Cream Egg. They have the Cream Egg in their hand at this point and it
is hovered over their shopping basket. They then shake their head and put the Cream Egg
back. The viewer then sees them back at home in pyjamas and they get into bed and turn
off the lamp on their sideboard. They go to sleep.
The viewer then sees their dream which is about Cream Eggs. The dream will start with a
purple tinged sky and clouds. A Cream Egg will then float onto the screen and start floating
around. Then more Cream Eggs will fly onto the screen and will be floating around. Loud,
happy music will be played at this point. The person then wakes up suddenly and they
looked shocked and slightly confused.
3 Cadbury Cream Egg Advertisement

The final scene will be the same purple

tinged sky and clouds, but there will be
the Cadbury Cream Egg logo on the left-
hand side of the screen. A Cream Egg will
then float onto the right-hand side of the
screen and a voice over will say, “I think
they need a Cream Egg!”

Theme
The theme of the advert will to be entertaining and light hearted. I will also try to keep with
the theme of Cadbury. I will try to make sure that the purple colour that Cadbury uses will
be included in every scene. For example, when the person goes to bed, they will either be
wearing purple pyjamas, or they will have purple bed sheets.

Target Audience
The target audience will be for people between the ages 5 and onwards. The target
audience will also be for all genders. I have chosen not to advertise to people below the age
of 5 because people under this age may not be interested in the advert and it may not be
relevant for them. Also, when choosing the target audience, I need to consider who the
product is aimed at. Usually, food adverts are not aimed at everyone because children
cannot eat certain foods under the age of about 3. This is because they may not have teeth
yet or the food may be a choking hazard. Also, since the product is chocolate, it may be seen
as irresponsible to advertise unhealthy food to very young people as some consumers may
see it as a way of teaching children to eat “junk food”. However, I do not think that there is
any need to put an upper age limit since Cream Eggs are aimed at people of all ages.
The advert will be aimed at all genders so that it will reach the largest target audience
possible. This will then help to make sure that the advert has the desired effect which is to
increase consumer awareness and sales of Cadbury Cream Eggs.
Timeline
The advert will be a maximum of 20 seconds.
00:00 – 00:04 = A person is in the shop. You see them considering to buy a Cadbury Cream
Egg. They shake their head and put it down.
00:05 – 00:07 = The person is then at home. They turn the light off and go to bed.
00:08 – 00:14 = You then see their dream which is about Cream Eggs. At this point, there is a
lot of colour and lots of Cream Eggs floating around in the persons dream. The first part of
‘Mister Blue Sky’ by E.L.O will be played at the start of this scene.
00:15 – 00:16 = The person then wakes up suddenly looking slightly shocked.
00:17 – 00:20 = In the final scene there is the purple tinged sky and clouds from the dream
with the Cadbury Cream Egg logo on the left-hand side of the screen. A Cream Egg then
4 Cadbury Cream Egg Advertisement

floats onto the screen on the right-hand side of the screen. A voice over then says, “I think
they need a Cream Egg!”.

Justification
I have chosen the idea that the person cannot decide
whether or not to buy the Cream Egg because most
people will have experienced something similar when they
have been shopping. In this advert, the person will decide
not to buy the Cream Egg. Their dream will suggest that
they have a lot of regret. This will hopefully make the
viewer purchase a Cream Egg when they are next in the
shop because they will not want to feel the regret.
I have chosen the idea that the person has a weird dream
because it creates humour which will make the advert
more memorable for a viewer. Also, it may make people
talk about the advert and the weird dream. This would then make the advert effective
because it would be helping to increase consumer awareness of Cream Eggs.
I have chosen the start of ‘Mister Blue Sky’ by E.L.O because it has a very light hearted feel
to the song. Also, the song will attach good concatenations to the Cream Eggs because it is a
happy song. The start of the song also has the sound of a radio choosing in which will help to
suggest to the viewer that it is a dream and it will give the impression that the person is
tuning into their dreams. Alternatively, the sound of the radio tuning in could suggest that
the viewer is seeing the person fall asleep and starting to dream.

Conclusion
In conclusion, I will be making an advert promoting
Cadbury Cream Eggs. The advert will be about a person
who decides not to buy a Cream Egg in the shop and
they are then haunted by regret in the form of a dream.
The advert will contain themes that refer to Cadbury. For
example, the person’s pyjamas may be purple. I will be
producing the advert with the intent of increasing
consumer awareness about Cream Eggs which will
increase the sales of Cream Eggs.
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Glossary
Commercial – making or intending to make a profit from selling a good or service
Consumer – a person who buys a good or service for personal use
Grocer – a shop that sells general products such as general food (e.g. bread and milk) and
common household goods (e.g. soap)
Tinged – a slight degree of colour or a tint of colour