History of the cadbury chocolate Eclairs

My chosen product is: 

Out of all the Cadbury chocolates, I decided to pick Eclairs. This is because it is a sweet that is included even in chocolate boxes and is easy to consume on the go and out and about. Its good to binge eat at home whilst watching movies or going about your day. you cannot go wrong If the outline is not a struggle to chew. 

when did the chocolate Eclairs first launch?

Cadbury Eclairs milk chocolate was "encased"in a chewy caramel. this was then launched out to the public in 1965."they were manufactured by a company called Pascalls which were purchased by Cadbury in 1971 and launched nationality in the uk in 1974"

what appropriate audience can it be aimed at?

Although it is a small amount of chocolate and is sweet and hard to chew. An estimate of the ages that most suit consumption is 18-35 years old. In my opinion, this is because Chocolate eclairs are a challenge to bite into. The chewy toffee is what makes older people not able to consume properly, whether that is for not having strong teeth or just a struggle to chew and takes too long will be a put off. children are not permitted to eat the sweet as it is a chocking hazard and is dangerous. 

what is the chocolate eclair packaging?

The packaging of a chocolate eclair sweets has changed before but never a major difference then shades of colour changes. The colour theme goes with the whole Cadbury brand. Always being recognisable that the chocolate is from Cadbury, this also allows trust and loyalty with chocolate as we are assured that the chocolate is at its best capability.  

The latest packaging looks like the following:

The package is purple and the edges are cold with purple, the gold must present the chewy toffee.  

A previous advert that was presented to the world in the 90s:

90s Irish commercial Cadbury Eclairs.

Analysing the advert for why it is the way it is:

The packaging of the eclairs in the 90s id still the same as todays day and age however it was packaged difference and the chocolate was shaped differently. 

This old chocolate is in a overall shape and packaged not in a fat packet but rather in a long and short package as shown in the advert which looks like the chocolate called Rolo which is shown below:

Slogan. 

Slogan: 

"toffee that suddenly chocolate". This shows that there is two different flavours and textures which will hit on the tongue. toffee is known the be hard and sticky and the chocolate will be known to be soft and gooey. Taking a bite into the chocolate Eclairs will have the hard toffee on the outside and the sweet chocolate on the inside. 

Luxury?on the go?everyday?:

Chocolate Eclairs is a small but very rich in taste. the sweetness is just perfect so its not too sickening. in my opinion, i would eat this sweet every now and then, whether it is out and about or just chewing on it whilst watching a movie. this product has two different aspects of taste in ones mouth, therefore its nice to savour every little bite. 

Potential target audience:

As mentioned above, i believe that this chocolate should be aimed for 18- 35 year olds. the harder and smaller the chocolate sweets in general the more its appropriate to the older kids. in this case, it is a chocking hazard for children and just perfect for young teen adults as older adults such as 35 and older will struggle as of the hard outer shell. 

What ideas might you use to keep the brand consistency?:

I wouldn't keep the slogan the same from the old advert to my new advert, simply because although it is factual, in my eyes its a little broad. The brand recognition will be the colour of the packaging as of the Cadbury brand. it has always been purple, gold and white and is the reason there is recognition and loyalty within the product. 

 

Location recce

Location recce:

what ideas do you have on what it is you are going to film?

some places I have in mind are the following:

Hainault: 

Park:

Personal garden:

In school play ground:

Why have i chosen these places to film?

One reason why i have chosen Hainault is because it is free of charge and has a very open space. 

In comparison to the other locations there is a better site around the open space in Hainault then there would be in the school field. therefore the background of the advert will be more attracting and appealing. 

Hainault also has animals scattered around the whole of Hainault such as ducks and goose. The greenery is also beautiful and fresh, it gives the audience a sense of life within the fresh nature. 

one reason I have chosen the park is because it is the closest to the school, it is not far from school so the equipment will be more assured to stay safe and un damaged. 

The school park is very open and is assured that there are loads of people that can also help out when it comes to filming the teams versing each other. it is open and an easy venue for all the actors to meet up and travelling there wont be hard, it is equal for all the actors.

on the other hand we will need to use personal garden in the beginning to show it goes from a kid practicing to then a whole football team versing each other both representing different chocolates and ours clearly being eclairs. 

One reason to choose inside the school playground is because we can use the facility there. It is not as  time consuming as it would have been  travelling to places however we will not be able to access it during school times properly and has a limit of time we can stay in school after school close. 

What are the differences in the locations ?

The difference would just be how far the distance is between them other than that it is all open field with grass and attraction where children would usually go to play football with family or friends. 

The one location in the personal garden is in a private property and the other three is in a public space. 

what is the final decision on the final location?

We will have two locations, one at the personal garden of my home and the other will be the school park as it is more convenient for everyone. the school park is best to use as it has the play grounds in the background and very open space next to a basketball court. its more appealing to children as of being in an actual park. 

Crew list

  

Role	Crew Members
Director	Meriyem
Camera operator	Yunus
Editor	meriyem
others	Fajar help edit

Prop list

 

Props	purpose	Source
shirts	To represent different chocolate brands	Sports direct
football	Engage the audience	Sports direct
Chocolate eclairs	To represent the chocolate that is being advertised	Tesco

Risk Assessment

  

Hazard	Risk rating	controls
Actors can potentially get hurt.	Medium as of being a kid	Practicing how to use the football before hand
Equipment can get damaged as of the ball whilst filming.	Low as precaution will be made.	Camera set up further away from the boy and the ball

SWOT analysis for initial idea 1,2,3

Intial ideas for Tv advertisement

Idea number: 1

Storyline: Eclairs makes invitations and invites all different types of chocolates to the party in a hall. Different chocolate brands are dancing when all of a sudden spotlight moves onto a stage and there goes our chocolate Eclairs with all the light shining on her to then be shown as the master of chocolates. All chocolates will introduce themselves as Cadbury brands to then having amazing Eclairs as the last but the most appealing. to then being the chosen one and consumed by a human being.  

Representation: Its all the little things that count and matter which is demonstrated when the chocolates will be consumed. The feeling of happiness and pleasure is clearly connoted through the genuine facial expressions. 

Conventions-Tv ad: Dialogue, voice over, brand logo, contact information, images, music, slogan and narrative.  

Conventions-Radio Ad: Dialogue, voice over, music and entertainment. 

Key message and approach: Cadbury would like to promote that Eclairs is just as good but even better than all the other chocolate brands and show that they should be trending just as much as the others that are. the approach is to show that it doesn't matter what the other chocolates are or what brand they are, Chocolate Cadbury Eclairs are what everyone should be purchasing as it is acting main character in the party.  

Slogan: "Come join me and try my chewy sweet toffee"

Call to action: The adverts best option of advertisement is social platforms, such as tik Tok, Instagram and YouTube.

Link between the two adverts (Campaign): similarly, both radio and television ads would have the same voice actors as well as narrator to show recognition in other future adverts. 

Idea number: 2

Storyline: There is a chef that mixes all ingredients together that they need in order to make the classic Eclairs as they usually do. Although, this chef isn't the ordinary professional chef that you would see and practically intensifies the atmosphere instantly as it looks like there is a mysterious, special magical person/witch creating the chocolate looking potion which makes the audience question why the taste is like and if it is as gorgeous and magical tasting as it looks. 

Representation: the chef will demonstrate no matter what you look like you can always make whatever you want successful and delicious.

Conventions-Tv ad: Dialogue, voice over, brand logo, contact information, images music, slogan and narrative.

Conventions-Radio Ad: Dialogue, voice over, music and entertainment. 

Key message and approach: Cadbury will show the key message seen as the narrator will speak through adding all of the ingredients into the potion pot. having the key approach being that every little ingredient represents the different staff members and shows the fact that every staff is important and has some type of participation.  

Slogan: "sticks and stones, the chocolate is as sweet as the comfort in your home"

Call to action: the most efficient way to advertise this initial idea is on the tv. this is connoted when in theory every tv is in the comfort of a home and even wen you are busy, the tv is bound to be playing in the background where as if there was an advert on your phone about chocolate you re most likely more prone to swiping past without even watching.

Link between the two adverts (Campaign): as mentioned before in the first advert we will continues use the same narrator and voice actor to show recognition in the future ads to the audience in the tv and radio advert.

Initial idea:  3

Storyline: There is a footballer child who trains in his garden all the time which will be two second clips kicking the same ball in different clothes. Different chocolate is shown within the change on the screen of the change of football kit clothing. the different "chocolate" teams will verse each other and the team that will win in the end would be the eclairs which will be when they kick the ball into the air the éclair will pop up in the middle of the sky and be shinning to then showing the advert as éclair is the best and will always come first.

Representation: this advert idea represents the fact that éclair is the way to go and the other chocolate cannot be compared in the mouth watering aspect. 

Conventions-Tv ad: Dialogue, voice over, brand logo, contact information, images, music, slogan and narrative.

Conventions-Radio Ad: Dialogue, voice over, music and entertainment.

Key message and approach: The different chocolate shows the audience that yes there is competition but no one can beat the taste and uniqueness of éclair. 

Slogan: "Why play when the taste can blow you away"

Call to action: the best place is to post it on the tv and have it the uploaded on YouTube. tiktok isn't necessary as followers and supporters will post it and make edits to then post it and go viral on tiktok within itself. the radio can e presented and then uploaded on Spotify finding people wo do not mind and discover there new interest into listening to new adverts.

Link between the two adverts(Campaign):as mentioned before in the first and second advert we will continues use the same narrator and voice actor to show recognition in the future ads to the audience in the tv and radio advert.