SAY IT WITH CHOCOLATE
Kraft Foods Malaysia
Issue 28 | September 2013
Agency
OgilvyAction Kuala Lumpur, Malaysia
Creative Team
Regional Executive Creative Director: Daniel Comar Executive Creative Director: Nuno Lemos Creative Group Heads: Ho Hong Fei, Benjamin Thain Senior Art Director: Jarrod Reginald Senior Copywriter: Michelle Lim-Chua Art Directors: Javen Tan, Fong Wei Kit, Steve Yeow Copywriter:Ashraff Ahmad Designer: Tay Yin May
Production Team
ETC Industries Sdn Bhd / Production Manager: TF Chan Sunday Studio / Digital Imaging: Pako Looi DI Artist: Soon Post Production House:SEQ
Other Credits
Managing Director: Mahesh Neelakantan Account Manager: Nisha Nair Account Manager: Tracy Bay Senior Account Executive: Athiya Hamid Photographer: Fai Sunday Studio /
Date
April 2013
Background
Chocolate was often an impulse purchase and brands had constantly sought ways to talk to shoppers in-store to get them to pick up their products on the spot. Cadbury, however, believed they needed to go beyond traditional advertising and its themed point-of-sale material.
Idea
At a time when social media had rendered words virtually meaningless, shoppers were invited to ‘Say it with Chocolate.’ An old printing press with movable type was re-purposed to build a special device that engraved personal messages onto Cadbury chocolate bars, without opening the wrapper. That transformed a normal chocolate into a powerful means of expression, giving people a unique opportunity to connect once again.
Results
Impulse purchase spiked during the hours the promotion was in operation at selected TESCO outlets, with many shoppers making bulk buys, and some willing to queue an hour for their chocolate. The campaign was expected to extend to 200 stores across the region with 20 printing machines being made.
Our Thoughts
So much advertising these days is about finding the right time and the right place to engage with your customers. And, by the way, rather than shove a message in their faces, it’s about inviting them to become participants in the idea.
What is so special about this isn’t so much that it is a novel way of attracting attention and driving sales in-store but that it is such a brilliantly branded piece of communication. Cadbury is all about the warmth of relationships, about sharing pleasure. They call it joy and this idea has joyousness written all over it. The joy of thinking how nice it would be to give a friend a gift; the joy of expectation as you watch them open up the wrapper and read the message; the joy of sharing a chunk or two. Then, finally, the joy of an editor coming across a brand, its marketers and its agency working in harmony to produce something genuinely sweet.