LO1 Advertising Campaign 3

Cadbury's 'Have a fling with a creme egg'

This advertising campaign is aimed at people of all ages, genders and NRS due to it being a product available to all in many different supermarkets in the allotted time that it is on the shelves for, however there is a certain humour behind the 'fling' that a child/young teenager may not understand. The reference to a fling is relevant in this situation due to the creme egg being only available over the easter period and a fling in terms of a relationship is something that doesn't necessarily go much past the early stages such as a date referred to in the advertisements. Personally i believe this advert would be more geared towards those who don't have a relationship as they would find the association with a short relationship and the time that a creme egg is on the shelf funnier than say someone who hasn't experienced a similar thing.

The key message of this campaign, is simply to buy the creme eggs before they fly off the shelf when the easter period is over, by doing so in a way that is humorous makes us associate the product with the enjoyment given when watching the advert and a psychological sense makes us want to purchase it  - human instinct makes us then want to consume this product as we are aware that soon it will be gone for another year. Using yellow as the main colour for the campaign connotes easter, happiness and new beginnings which is completely relevant to the key messages, this paired with the house colours of the creme egg creates a familiarity that we as viewers will the associate with that product when we see it on the shelves - in every advert that cadbury did for this campaign we see the visuals changing but the colours and fonts staying the same so that when we see the print based content and social media pages we quickly make the association back to the product.

snapchat filter

In order to appeal to a broader audience, cadburys decided to pay to put a filter on the well known social media platform Snapchat. The only issue with doing so is that it doesn't relate well to both the tv and print based adverts, this then in a way ruins the effort made when keeping the house style as there is no mention of the 'Have a fling' just the product itself. A possible reasoning behind this could be that Snapchat is generally used by younger people (13+) therefore the usage of the 'fling' material could potentially be misunderstood or even inappropriate for some - this however is no use for the older users of snapchat whom would understand its content. Even though snapchat is primarily used by those whom are old enough to do so, there is a growing number of parents that in this technological age show their children the snapchat interface in particular to give them access to the filters which change their appearance to something funny. For children this positive (funny) experience is then associated with the product and the next time they see it , want one to try especially if they are aware that creme eggs aren't available for a long period of time.


Although seemingly harmless, the issues and stereotypes that this advert is based around could potentially be seen as immoral simply because of the fact that the main narrative behind the advert is surrounding a short meaningless relationship from which younger viewers (those who are more likely to be attracted to such products) may take wrong ideas and deem such things appropriate in later life  as in general chocolate is a product sold and advertised for children . However when taking into consideration that chocolate companies treat children as their target audience, it could be seen as Cadbury's wanting to broaden their target audience and potentially expand their sales to older people by supplying them with humour they will understand and appreciate.

Cadburys have chosen an eclectic variety of media platforms on which to advertise their creme egg at easter time this helps enforce the campaign in many ways through the power of association - both young and old can see not only the print based content but the actual tv advertisement and realise they are for the same thing. For children in particular this is because of the house colours being used in all of the forms of advertising and for adults, the reference to the fling. This was clever of cadburys because even when aiming an advert at an older generation, they still appeal to children due to the colourful appearance and displaying the actual product that they know and love.



In addition to using colours that will attract the younger audience, during the pre - production stage of creating this advertising campaign, Cadbury's marketing managers casted those with an unusual persona/appearance in order to make the advert more humorous. This is effective as the main campaign message is one that does include humour however not necessarily the type appropriate for a child to understand.

Before putting this advertisement into circulation, it was important for the team at Cadbury's to accurately represent the confectionery in a way that made the consumer aware of not only its availability but its prospect as a product. This is in order to avoid breaking the law of libel or even slander. However displaying a message such as they have done in this way required deliberation to ensure that the content was moral and in all senses, ethically sound due to it being broadcasted on prime time television rather than post watershed.                                                                                                                                    

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