Dairy Milk TV Ad (2009)

| December 15, 2009 | 3 Comments

I just saw the Cadbury Dairy Milk Ad for 2009. The ad is again based on youngsters with the brand positioning towards the teenagers and not directly towards the kids audience. This was an intelligent move by Cadbury for Dairy Milk, as initially they used to target the kids and adult audiences separately with entirely different communication and positioning.

The agency for this ad is Ogilvy & Mathers and since I was related to the brand till last year, I can relate to the improved production quality of the ad. The Dairy Milk ad last year was low on production quality but the brand capitalized on the copy’s catchy jingle aspect.

I personally did not like this ad. Although the production quality is high with Cadbury colors in a brighter tone, but it lacks in’ something’ that is not helping it to stand out of the clutter. This copy also revolves around an occasion (i.e. birthday) as the bigger idea, but I feel it honestly lacks the actual ‘happiness’ factor. It lacks the acting skills maybe, but the ‘feeling’ is not there in my opinion.

Watch the new (2009) ad below and give your feedback:

YouTube Preview Image

Tags: 2009, acting skills, ad, adult audiences, audience, brand, brand positioning, cadbury, copy, Dairy, dairy milk, FYUH, happiness factor, improved production, milk, Ogilvy, positioning, Production, production quality, quality, www youtube, year

Category: Brands, Marketing, Media

About the Author (Author Profile)

Founder of PakMediaBlog, Sociality360, The One Rupee Project, and Head of Digital Strategy & Innovation at DHQ (Digital Headquarters). Twitter ID: saroshwaizZz , Personal Blog: www.saroshwaiz.com

  • Tyrone

    Hi,

    Personally I found the ad dumb. Production quality was good yes but concept? Kids having a party and the strained attempt at humour with the gift mix up was well pretty ordinary.

    I mentioned this ad on m360 and one person said the ad was aimed at showing choc usage as a sub for mithai and cake. I got to say from the ad I didn’t get that communication. Maybe I’m too dumb to recognise it and perhaps others understood the idea well clear.

    The idea of using chocs instead of cakes in unusual I mean imagine showing ur friends ur pics of ur bday and they ask “Where’s the cake?” You reply oh we had no cake just chocs!

    Talk about pushing the boundaries!

    On the other hand take the new Knorr ad with Kajol it rocks I’m sure that ad appeals to everyone the message is clear and portrayed/conveyed in a memorable way.

    When will we learn to do good observation based ads?

    Tyrone

  • http://www.saroshwaiz.com Sarosh Waiz

    Hi Tyrone,

    Yes you are right that Cadbury is trying to replace mithai and cake with their positioning… and I agree with you that this certainly is not a copy that is going to register itself with the audience.

    That’s what I meant that there something major missing in this ad… and that’s probably the concept… ad agencies continue to make lame copies in this country…

    The problem is … that we don’t want to learn … because we think whatever we are doing is at the top of the world… its a clash of egos for people here … who shouldn’t have any ego basically.. everyone thinks they’re doing the best job.. and that kills the chances of creativity conceptually at the first step..

  • Kashif

    This is a right approach and a good ad by Cadbury Dairy Milk.
    1. Product is well displayed in the Ad.
    2. It has highlighted the usage of the product in celebrations of life. It is not replacing methai or cake but it has highlighted one of Dairy milk uses. Teenagers and children may prefer it over Mitahi. Dairy Milk can come up with its Cake. I have seen large Cadbury Milk chocolate. Of course It has the potential to quickly replace Methai and If you are waiting for some one on your birth day so before cake you can present Dairy Milk thats a good idea.
    3. Targeting the youth make sense. They have more buying and decision power than a child. Many times they are trend setters in home.
    4. Dairy Milk has targeted youth in past in Fakhre Alam AD.
    5. The little humor makes it more pleasant.

    But one question, in long-term what will be the effect on Brand image?
    These type of ads can increase sale but not built brands so they need to take care of brand image with other ads.

    Kashif

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