Mumbrella reported yesterday about a new campaign from Cadbury that I have fallen in love with. The communication strategy and consumer insights of this is spot on, pointing out the need in people (especially women) to get close to their close ones. In a world where we are constantly distracted by iphones and tv screens, we live ide by side with people who we never really MEET. But the human need to connect is still there, and when we don´t there is a void inside. This campaign takes people seriously, takes humanity seriously and captures love on a much deeper level than brands like McDonalds or Honda does. Have a look:
Kirstin Stapleberg, marketing manager of Cadbury Dairy Milk, said (to Mumbrella): “We believe this is such a powerful campaign because it speaks to a very real human truth – that despite the hectic nature of family life these days Australians do want to spend more quality time together.”
Read the full article here: http://mumbrella.com.au/cadbury-catch-up-campaign-encourages-families-to-talk-39467
This is btw from the chocolate brand that used to show those horrible campaigns when a gorilla was drumming! What a development!!! Positive...
Oops, update: I just read that the campaign is really similar to another campaign created in the Uk. I guess it only proves the concept is fab :) http://www.campaignbrief.com/2011/02/deja-view-saatchi-sydneys-cadb.html#more