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Uncensored CMO
Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters
Oct 11, 2023
Marketing professor Mark Ritson discusses the best campaigns of the year, US marketers lagging behind, and the importance of differentiation and distinctiveness. They also explore Cadbury's successful generosity campaign, the history and reformulation of Luca's Aid, and the role of constraints and challenges in building a brand.
01:08:43
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Quick takeaways
- Cadbury's successful turnaround was achieved by tapping into its rich history and using emotionally resonant advertising campaigns that focused on the concept of generosity.
- Authenticity plays a crucial role in establishing a genuine connection with consumers and building trust and loyalty.
Deep dives
Cadbury's turnaround inspired by brand heritage
The Cadbury brand underwent a successful turnaround by tapping into its rich history and heritage. By focusing on the concept of generosity, Cadbury was able to create authentic and emotionally resonant advertising campaigns. The Garage ad, in particular, showcases the power of storytelling and the use of distinctive brand assets. By not explicitly showing the product being consumed, but rather emphasizing the act of giving, Cadbury created a memorable and relatable narrative. This approach demonstrates the importance of understanding a brand's history and using it effectively in marketing strategies.
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Discover
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