In the last four decades, Cadbury Gems, the much loved coated chocolate brand has become synonymous with fun, joy and unquestionably colors. This week colored chocolate buttons- Cadbury Gems went live with its distinct, new TVC starring Pandas in the leading role!
Unrivalled in all these years, Gems hold a special position in the consumer’s mind. A willing accomplice to most pranks, Cadbury Gems has always had Masti as the key proposition in all its communication. The new TVC further builds on this thought, using a refreshing new perspective.
The new campaign of Cadbury Gems is based on research that pointed out an interesting insight on children’s perception of colors. As kids grow older, they associate colors with emotions. Color being Gems’ closely held USP, the decision was taken to leverage this aspect and position the colors of Gems as the element that introduces fun and masti in an otherwise mundane life. The lovable pandas with their quintessential black and white coloring therefore became the perfect protagonists to add color to!
Commenting on the campaign, Sanjay Purohit, Executive Director – Marketing, Cadbury said, “The new Gems campaign seeks to marry a consumer insight with the product USP in a fun & humorous manner. The TVC will play a momentous role in enhancing the brand connect with both brand loyalists and inquisitive potential customers.”
Ogilvy & Mather Advertising has created the TV commercial. The TVC opens with a wildlife expert trying to unearth the mystery behind the multi-colored Panda. While the TVC has been shot from a very realistic, documentary-like perspective, a humorous and very Indian narration adds an extra dose of fun and energy. Many improbable reasons are explored for the multiple fun colors on the panda, before the narrator finally discovers the mystery potion- Cadbury Gems. Cadbury Gems thus adds colors of fun, merriment, joy and cheer to the life of these Pandas.
This unique treatment has been chosen with the intent of increasing the brand appeal amongst elder kids by attributing an identifiable role to the colors of Cadbury Gems.