LONDON, Today: “They started with an uncommon-common-sense bit of thinking which was to go back to the core of Cadbury – the Dairy Milk product – and it’s five-star distinctive asset, the ‘glass & a half’ of milk in every bar,” writes Auckland agency chief James Hurman in the first of a series of columns he’s writing for UK ad/media site WARC.
“Actually,” he says, this column’s also a thinly veiled ad for my online programme the Master of Advertising Effectiveness, where I bring together and teach all of the evidence based principles of how advertising works and how to make it work better.
“Since 2007’s sublime Gorilla, the work had become increasingly dismal, and Cadbury just doesn’t feel like Cadbury any more. Cue new brand and advertising strategy.”
“In this column, I’ll take apart recent effectiveness award winners and show how they’ve put the principles of effectiveness together to create significant brand and business growth.”
Hurman’s debut focuses on Cadbury advertising – “it really is a total Eff Bomb.”
“The story begins with Kraft corporate-raiding Cadbury in 2010 and then basically fucking it up for seven years straight, falling out with the British public, and watching their penetration, market share and revenue veer toward the toilet.
“Since 2007’s sublime Gorilla, the work had become increasingly dismal, and Cadbury just doesn’t feel like Cadbury any more.
“Cue new brand and advertising strategy.”
- Read the full WARC column here
About James Hurman
James Hurman is founding partner of innovation studio Previously Unavailable, co-founder of brand tracking SAAS startup Tracksuit and programme director of the Master of Advertising Effectiveness.
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