Image Source: TV News 4u
July 25, 2018
Now that the Cadbury has turned 70 and at this age it is focusing on health and goodness hence shifting from sweetness. It’s ‘Kuch Meetha Ho Jaaye’ campaign had created its own niche and is somewhat iconic in the advertising and marketing space and even with its vast consumer base. The chocolate did have news advertisement now and then – each with a different message – under the ‘Kuch Meetha Ho Jaye’ umbrella.
Now Cadbury’s latest tagline – Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye – is aimed at building a strong brand equity and emotional connect for the brand. The tagline also mark’s Cadbury’s 70th anniversary of its presence in India and is a renovation of its original ‘Kuch Meetha Ho Jaaye’ campaign.
For many years now, Cadbury Dairy Milk has represented a host of emotions, from shared values such as family togetherness, good feelings and collective joy. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine on people who go the extra mile for others.”
Mondelez India, between 2008 and 2015, started rolling out value products like Dairy Milk Shots (small balls of chocolate) and high-end offerings like dark chocolate brand Bournville, Fuse, 5Star 3D and Dairy Milk Silk which now comes with multiple variants like aerated bubbly, Oreo and Nuts. Silk, the company claims, is second largest variant after the mother brand.
Chocolates are not part of our Indian food culture, so when Cadbury’s entered India the task was to ensure that the category is adopted. The advertising kept evolving from ‘Kuchh Meetha Ho Jaaye’ to the current brand thought ‘Kuchh Accha Ho Jaaye, Kuchh Meetha Ho Jaaye’ campaign which talks about extending generosity to oneself as well as to others.
Brand Cadbury has come a long way from its initial functional advertising. The current campaign is more humane and spiritual in nature. In current times, when we are surrounded by dividing forces and forced to see negativity in others, celebrating the goodness and generosity seems like a good brand positioning for a brand which has been loved by so many Indians.