Leading confectionery brand Cadbury Dairy Milk is bringing back its well-known campaign ‘Real taste of life’ that had made it a household name when launched in 1994. Here is what has gone into the new-age version of the campaign layered with diversity and inclusion
The just-launched refreshed version of the campaign reiterates the brand’s current generosity narrative while contemporising the campaign to reflect the new and inclusive world.
The new film conceptualized by Ogilvy India, for Mondelez India, shows a young woman scoring a winning run and her male friend unable to contain his joy runs towards the field dancing with unabashed glee, as the crowd cheers on. The 90s campaign had a similar plot and setting, except in that version, the guy was shown playing cricket on the field and his lady friend happy at his on-field performance was shown doing the trademark jig and happy dance.
The film ends with the powerful message of #GoodLuckGirls in recognition of the new world where women are breaking barriers and stereotypes and are achievers in all the facets of life.
Making magic twice over
Piyush Pandey, senior adman and chairman of global creative and executive chairman, Ogilvy India has been closely involved with both the 90s campaign, as well as the current version. In his view, it needed a brave client back in the 90s to go ahead with the original Cadbury Cricket film and it needed an even braver client to attempt making magic with an iconic film while reflecting the changing times.
The Old film (1994)
Marrying nostalgia with emerging culture codes
- The film represented the version of culture that was relevant then and worked very well as it was right for its time – in the way it depicted simple joy and celebration, shares Anil Viswanathan, senior director – marketing, Mondelez India. However, it had to make sense in today’s context and shine the light on the emerging gender conversations, he adds.
- “In all our communication, we opt to be culture leading rather than doing campaigns for stirring controversy, says Viswanathan. In this case, too, there was a reason for bringing it back that was beyond just for the sake of nostalgia. As a brand that has always promoted gender inclusivity, this contemporary version is our way of recognizing the changing times and being gender-inclusive”, he adds.
Rewiring around the ‘generosity’ conversation
- The film sits well with the brand’s generosity conversation that it launched recently around ‘acknowledging the unacknowledged’. This worked as the springboard, adds Viswanathan and says “the role reversal helped in cheering on the emerging face of women in the society.”
- The treatment for the film has been kept such that it would resonate and find relevance among the millennials and the Gen-Z consumers, even if they may not be familiar with the previous brand campaign launched more than 25 years back.
This article is about: India, Creativity, Brand, Brand Strategy