Cadbury ad raises eyebrows

The confectionery maker is causing a buzz with its enigmatic campaign featuring two children.

Cadbury's new 'eyebrows' ad
Cadbury's new 'eyebrows' ad

A revolution is taking place in the world of confectionery advertising.

Where once chocolate ads simply demonstrated the experience of tasting the product, the campaigns are now renowned in their own right - and Cadbury is at the forefront of this movement.

When the now legendary Gorilla ad first aired back in 2007, the Cadbury brand was in disarray following the fallout from the salmonella outbreak. But after the airing of the ad - and the subsequent relaunch of the Wispa brand - Cadbury's BrandIndex scores started to recover.

And when Cadbury introduced the ads featuring trucks racing along a runway to the Queen song Don't Stop Me Now, the brand's index scores increased still further. In fact, its scores returned to near-2005 levels - the brand's highest scores since the launch of BrandIndex.

With such effective advertising in the past, expectations for Cadbury's latest campaign, which first aired on 23 January, were extremely high. The campaign features two children about to pose for a photo, when the photographer becomes distracted by a phone call, leaving the two children on their own.

The background music - Don't Stop the Rock by Freestyle - starts as the boy presses a button on his watch, which in turn cues the dancing eyebrows of both children.

Although the ad is rather obscure - like the previous Cadbury ads, it does not mention or even show the product name until the end - initial scores on BrandIndex suggest the Eyebrows campaign will similarly benefit the Cadbury brand.

Since the ad first aired, the buzz rating for the brand has increased five points, while its recommend and general impression scores have increased six and three points respectively.

The uplifts have in turn led to an increase in Cadbury's index score, now at 49%. This score is equal to the brand's index score back in November 2005, consolidating Cadbury's position as the highest-scoring confectionery brand tracked on BrandIndex.

While the Eyebrows ads will not appeal to everyone's tastes, the resilience of the Cadbury brand cannot be questioned.

As Cadbury continues to dominate the sector, the question is which confectionery brand is capable of knocking it off the market's top spot?

METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors. It is measured on a seven-point profile:
1 Buzz
2 General impression
3 Quality
4 Value
5 Satisfaction
6 Recommend
7 Corporate reputation.
In addition, we supply an index score.

By Richard Wood,

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