LONDON - The public is divided over which chocolate tastes better, but Cadbury Dairy Milk has the clear edge over Galaxy in terms of creating memorable advertising, according to the latest Brand Republic video -- watch it now.
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Cadbury's flagship Dairy Milk brand has lost market share to rival Mars' Galaxy according to the annual Biggest Brands survey, but when Brand Republic took to the streets we found that Cadbury's Dairy Milk ads have lasted longer in the public's memories than Galaxy's marketing activity.
Earlier this month Cadbury's released a three-minute ad featuring both its 'gorilla' and 'trucks' Dairy Milk ads, remixed with new music by Bonnie Tyler and Bon Jovi.
Meanwhile Galaxy's marketing strategy has focused on targeting women through high profile partnerships with the 'Sex and the City' film and the British Book awards.
In the Biggest Brands survey compiled for Marketing by TNS, Dairy Milk lost share in the take-home confectionery sector, posting growth below the 2% market rate to reach a sales value of about £200m. By contrast, Galaxy grew 12% year on year to about £80m.
Er, doesn't this say something rather fundamental about the value of advertising? Famous ad, well-remembered, lauded and honoured by the industry, and naff all to do with chocolate or the people who eat it - brand lags the market. Cleverly integrated campaign targetting the people who eat chocolate, in the context of their own lives - sales soar.
And I thought investment bankers were the overpaid, vainglorious ones.
Tom
Doesn't this actually tell you that Cadbury's have got their advertising right - and the rest of the marketing mix wrong? If i was in charge of Cadbury's sampling strategy, below the line work or sales promotions, I'd be feeling very nervous right now.
The truth is probably somewhere in the middle isn't it? Low sales don't necessarily mean bad ads any more than memorability equals effectiveness. Frankly, I'd quite like to be their direct agency - using some data savvy, we'd have a chance of working out what actually needs fixing.
Apologies, Robin Bonn, but actually, if you have an overtly, flamboyantly and expensively ad-driven marketing strategy, then yes, low sales do mean bad ads. I mean, heck, I'm only the client, and it's only money but all the same...
Must dash now, there's a new ad agency I've got to go meet, called Brothers Lehmann or something. Apparently, they've got a whole new approach to ROI which is going to make us all rich!
The headline for this piece is pretty much contradicted by the video. I'd not be able to get the words 'clear edge' for Cadbury copy out of the vox pop by any amount of spurious statistical analysis. What has Brand Republic got against Galaxy anyway?
Comments
Tom Wells - 26/09/2008
Er, doesn't this say something rather fundamental about the value of advertising? Famous ad, well-remembered, lauded and honoured by the industry, and naff all to do with chocolate or the people who eat it - brand lags the market. Cleverly integrated campaign targetting the people who eat chocolate, in the context of their own lives - sales soar. And I thought investment bankers were the overpaid, vainglorious ones. Tom
Richard Morris - 26/09/2008
Doesn't this actually tell you that Cadbury's have got their advertising right - and the rest of the marketing mix wrong? If i was in charge of Cadbury's sampling strategy, below the line work or sales promotions, I'd be feeling very nervous right now.
Robin Bonn - 26/09/2008
The truth is probably somewhere in the middle isn't it? Low sales don't necessarily mean bad ads any more than memorability equals effectiveness. Frankly, I'd quite like to be their direct agency - using some data savvy, we'd have a chance of working out what actually needs fixing.
A DIAZ - 26/09/2008
What it does show is that campagn never miss an opportunity to suck up to Fallon.
jezwaspsrule - 26/09/2008
and Adam & Eve...
Martin Corcoran - 26/09/2008
... or Tim Lindsay, Jim Marshall, Hurrell and Dawson, Robert Senior, Gary Leih. Every week, the same rent-a-quotes.
jezwaspsrule - 26/09/2008
Jim Marshall is amazing though. I'm sure he deserves all the coverage he gets
Tom Wells - 26/09/2008
Apologies, Robin Bonn, but actually, if you have an overtly, flamboyantly and expensively ad-driven marketing strategy, then yes, low sales do mean bad ads. I mean, heck, I'm only the client, and it's only money but all the same... Must dash now, there's a new ad agency I've got to go meet, called Brothers Lehmann or something. Apparently, they've got a whole new approach to ROI which is going to make us all rich!
jezwaspsrule - 26/09/2008
FP - 26/09/2008
The headline for this piece is pretty much contradicted by the video. I'd not be able to get the words 'clear edge' for Cadbury copy out of the vox pop by any amount of spurious statistical analysis. What has Brand Republic got against Galaxy anyway?