The Effectiveness of IMC in Cadbury’s “Made To Share” Campaign
Can a Chocolate bar spark real connection? Cadbury’s “Made to Share” campaign attempted to use a unified message to turn a simple treat, into something which brings families and friends closer through a shared moment of generosity.
Integrated Marketing Communications is a strategy which aligns all marketing communications across each of a businesses different channels in order to present a consistent message for the brand. This can be from a TV advert to a social media ad, to an in store ad. By ensuring these communication channels follow the same line of messaging, it can create a unified brand experience that reinforces the brands message. An example of this being Cadbury “Made to Share” campaign. Cadbury have strategically integrated this campaign across a range of communication channels. Through these channels they use IMC to drive engagement and spread awareness of the brand’s message. So how did Cadbury go about executing this strategy.
Made to Share campaign
Earlier this year Cadbury released limited edition packaging that emphasized the message of sharing the beloved chocolate. The campaign positioned the product as something enjoyed in a group scenario that would be apart of a shared experience between family or friends. Presenting the brand as more than just a chocolate bar, but a symbol of connection and shared experiences. The packaging itself was sectioned off to assign the chocolate bar to different family members based off roles in the family or friendship dynamic. An example of this is shown below.
How it was executed?
Cadbury’s “Made To Share” campaign is a great demonstration of Integrated Marketing Communications (IMC) principles through presenting a unified message across all brand to consumer communications including TV commercials and YouTube ads. As well as social media #madetoshare which helps the campaign go beyond traditional IMC strategies to co creating meaning with consumers through digital platforms Schultz and Siano (2020). The use of the social media campaign to produce consumer content sharing stories of generosity and sharing allows consumer to not just receive the message but be apart of it, helping improve Cadbury’s brand equity and being a strong example of customer co creation.
The campaign was able allow consumers to appreciate their loved ones creating an emotional appeal for the consumer. The distinct packaging acted as promotion within itself as it would positively impact the consumer decision making in store. This campaign was aimed at presenting Cadbury’s core values of generosity which was the message across each of their channels improving brand synergy and acting as a case study of an Integrated Marketing Campaign. This message through each communication channel all came back to the same campaign message of “Made To Share”.
How IMC created value for the campaign?
As Cadbury “Made To Share” campaign had consistency all the way from ads on TV and YouTube to in store packaging which builds trust for the brand. Research shows that consistency between communication channels may not be statistically significant, however it is the indirect effects from brand trust that drive brand loyalty Seric (2020). Brand trust acts as a catalyst towards linking consistent messaging and emotional commitment to the brand.
Cadbury’s consistent messaging included relatable experiences and connection which reinforces Cadbury’s brand values but also helps improve brand trust. The trust is what converts brand awareness into a long term consumer for the brand. This shows IMC’s value in going beyond just communication towards improved brand commitment from the emotional resonance with a brand.
Bibliography
Seric (2020) How can perceived consistency in marketing communications influence customer-brand relationship outcomes? European Management Journal, pp335-343, available at: https://www.sciencedirect.com/science/article/pii/S0263237319301057?
Schultz and Siano (2020) IMC in Digitally empowering contexts: the emerging role of negotiated brands, International Journal of Advertising, pp429-449, Available at: https://rmit.instructure.com/courses/147884/pages/week-10-digital-campaigns-and-imc-new-ways-of-connecting-with-customers
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