The brands Cadbury and L’Oreal are both widely recognised house hold names all over the world; however they advertise very different products. Cadbury have been known for years for being the dominant chocolate bar brand that people of all ages love. One factor which is likely to have contributed to this success is their use of inventive, imaginative advertising. Their televisions advertising always uses unusual idea’s which attract the attention of the viewer, making them remember it and therefore remember the product as well. One example of this is their advert from 2007, named ‘Gorilla’ where a gorilla plays the drums to a well known song. The use of such an unusual situation is likely to appeal to the viewer and amuse them in some way or other. Also, the use of a well known song is likely to make the viewer reflect on how they feel when they hear the song, hopefully resulting in a positive reaction. The fact that Cadbury do not narrow down their target market in their advertising, using sketches which are likely to be appealing to all ages means they are able to maximise their sales.
Similarly, the brand L’Oreal has also targeted the mass market, advertising in a reasonably general sense. Their TV adverts include ones for both female adults, and younger children. However, in contrast to Cadburys, L’Oreal has a very different approach to the advertising in terms of creativity and use of celebrities. Unlike Cadbury, L’Oreal tends to use celebrity endorsements in order to attract the attention of the viewer, spending a lot of money on this aspect. The fact that celebrities or ‘ideal’ looking women are featured in these adverts persuades the viewer that she too can look and feel this good after using the L’Oreal product. It is seen to women as a privilege to be featured in a L’Oreal advert, therefore a privilege to be able to use the product, enhancing the L’Oreal name even further.
L’Oreal have an instantly recognisable catch phrase, ‘Because you’re worth it’ which has been used on pretty much every advertisement they have produced, in all countries. This maximises the brand recognition globally and is an easy way of advertising the L’Oreal products for free, due to the catchy saying that everybody wants to be able to say. In contrast to this, Cadburys do not have a globally recognised catch phrase or saying. This could be seen as a flaw in their advertising as it does not generate so much (essentially free) advertising as ‘because you’re worth it’ may do. However, Cadburys did have an early phrase of ‘eat more milk’, which was an amusing play on words and could have escalated into a recognised catchphrase but for some reason it did not. Despite this, Cadbury are widely recognised for their colour purple, featured in every advert and product they have produced. This may essentially be more effective than a catchphrase, as every time a potential customer see’s the colour purple, it is likely to remind them of the brand that is Cadbury.
Really good points on branding, use of celebrities, mass market appeal, colour and catchphrases. Cadbury's did have 'a glass and a half" for a long time, as this was the amount of milk a bar contained. I wonder how their advertising will change now they are no longer British, but have been taken over by Kraft, an American company.
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