Cadbury Kraft with the support of Saatchi & Saatchi X yet again sweeps the shoppers of their feet this Diwali. Owning up to the entire retail arena the brand with its spectacular visibility and shopper understanding brightens up the much revered festival with its Cadbury Celebrations Rich Dry Fruit collection. From shopper science to subtle seduction the in-store campaign has it all.
With its knack of understanding consumers Cadbury Kraft has lead some surreal changes for Chocolate & confectionary as a category. Right from breaking the 'Chocolate is for children' mindset, to redefining the meaning of 'Meetha' in India, to associating warm emotions on special occasions the brand has managed to spread ample Mithaas in the lives of the consumers. Cadbury Kraft's endeavor to lead changes also extends itself in the shopper space. The brand has been a thought leader when it comes to shopper marketing in India. With its thorough understanding of Shoppers, Cadbury Kraft has managed to cultivate an effective science and art at the last mile and the clear testimony of this understanding is the in-store campaigns going live during Diwali.
Continuing the trend and taking it a notch up, this time Cadbury Kraft celebrates the festival spectacularly in-stores. Finding an ideal partner in Saatchi & Saatchi X, the brand goes full throttle at retail with its rich dry fruit collection, appealing the shopper emotions of self creation and connection.
The core objectives of the Diwali campaign this year were:
- To make Cadbury Celebrations as the most preferred gifting brand
- To bring alive the whole premium aspect of the Cadbury Celebrations Rich Dry Fruit collection pack
- Realize these into an effective in-store campaign.
"The apparent emotion behind gifting is the connect people have with each other. There is a strong emotion of self-image attached to social gifting. Therefore the emotion of 'How will I be perceived if I gift this?' and 'What does this gift speak of me?' are dominant." indicates Sunil Taldar, Director, Sales & International Business, Cadbury India Ltd.
It was this thought and objective Cadbury Kraft gave Saatchi & Saatchi X a clear brief of evangelizing and creating an in-store campaign which revolves around Cadbury Celebrations Rich Dry Fruit Collection and gifting. "Based on this my brief to our creative team was a simple one liner, 'Dry fruit gift wrapped in chocolate' based on this our creative minds started to churn their grey cells and the outcome was a splendid thread of communication." highlights Amit Ajwani, General Manager, Saatchi & Saatchi X (India).
On the creative front, Saatchi & Saatchi X's team started to work on the visual cues of the campaign. "Since the aim was to bring forth the whole rich dry fruit story, and portray the premiumness of dry fruits along with the magic of chocolate as the ideal gift. We at Saatchi & Saatchi X zeroed onto the visual of a 'premium dry fruit wrapped in a bow of tempting liquid chocolate'. Bow is the universal symbol representing gifts, so anything that is tagged with a bow becomes a gift. This visual very lucidly communicated the core objective." elucidates Rahul Kulkarni, Executive Creative Director, Saatchi & Saatchi X.
This became the signatory visual for Cadbury Karft's Diwali campaign, now the task was to adapt it to varied in-store elements for both modern trade and general trade.
Apart from the normal category branding done, secondary sites were captured with a slew of well crafted elements. The elements deployed at secondary sites in modern trade include:
: Standee - Placed at the entry points of stores the standee attracted the attention of shoppers' right at the start of their shopping journey. It is made of heavy duty square 6MM thick rod with premium powder coating, 5 MM hard sun-board and eco-solvent digital printing with gloss lamination.
: FSU - made of Heavy duty square 0.75 pipe with premium powder coating. 700gsm D-8 bubble guard. HIPS trays 4pcs thermoformed in 2mm purple colored HIPS sheet. Eco solvent digital printing with gloss lamination. 12 mm MDF.
: Stock Pile/Stadium stand - Made of Heavy duty square 0.75 pipe with premium powder coating. 5mm hard sun board. Eco solvent digital printing with gloss lamination. 12mm lamination MDF.
: Dump bin - made of heavy duty square 0.50 pipe with premium powder coating. 5mm hard sun board. Eco solvent digital printing with gloss lamination.
And the highlights of the whole deck of elements were the big-bang Spectacular displays which with their sheer size, aesthetics, floored the shoppers' at retail.
Sunil Taldar said "We wanted to provide shoppers with a huge experiential high, starting right from the entry point of the store, to the time they actually make a decisions and exit. Hence the elements were crafted from the perspective of creating this experiential high for the shopper."
The Spectacular displays this time were made with an aim to create a gifting zone altogether inside the stores. Hence the displays were designed in varied ways like one was a huge gift box adorned with a bow. One was a gift zone where shoppers could maneuver. The sizes of the Spectacular displays were varied depending upon the store they went in. The smallest was of 6ftx6ftx6 1/2 ft, and the biggest was 8ftx4ftx6 1/2 ft. Special ones were created for Reliance Mart and Metro Cash and Carry, the one at Reliance Mart of 10ftx10ftx7ft and Metro Cash & Carry had a 38ftx18ftx7ft. These displays were multi-material elements, made of metal used to create the frame, MDF board, Acrylic, Laminate and eco-solvent print.
"One thing that we decided was to shun the conventional in-store visibility ways and cut the clutter with truly innovative and unique elements. This led us to creating some spectacular in-store touch points, including a gifting zone. We created a shop-in-shop kind of an environment, where people can come and buy gifts. If I as a brand want to own gifting as a space, a presence like this puts me on the fore front. The plan is to escalate these zones more so as permanent fixtures. We are in talk with a lot of retailers to avail permanent space in-stores wherein we can be present throughout the year." Amit explains.
The campaign has gone live in modern trade outlets PAN India. The core challenge at modern trade was finding and acquiring the right space for the elements.
In general trade, the time shoppers' spends at a store is very limited, so the approach was to give the information about the range, price and bring alive the changes on the look and feel that the pack has undergone. Therefore the routine elements like danglers, posters, banners, facade branding was created to ensure the shopper doesn't miss it.
Apart from the routine, to make a difference, retailers were included in the process and turned into brand ambassadors. This was done by providing the retailer with wrapping sheets and gift tags, so when a shopper purchases Cadbury Celebrations products from the store the retailer gift wraps them and put a tag which adds a tinge of personalization.
Additionally the brand did a special promotion activity in stores, wherein the shoppers' could make their own gift basket. A basket is provided to the shopper' who can fill it with assorted Cadbury Kraft products of their choice and at the end the retailer wraps the basket and all the shopper has to pay is the MRP of the products. This proved to be both a research and a successful motivation to buy for the brand. As it revealed what all people like to gift and also the whole do it yourself, personalization aspect made the shopper feel special.
Thus general trade was adorned with elements like Window displays, danglers, torans, posters, banners and FSUs. The materials largely used to make the general trade elements included Bubble guard, metal structure, and eco-solvent print. This huge scale of fabrication and execution both on the modern trade front and general trade was handled by an able team of service providers which include SAB Creation, Classic Display, Classic Retail and Veena Prints.
For Saatchi & Saatchi X it is their tools which have made all the difference in Cadbury Kraft's in-store communication. "It is our tools like 'emotional driver study', 'shopper cycle', 'shopper passport' that have helped us mine deep into the shoppers mind for Cadbury Kraft. The insights generated through these tools have ensured what we communicate in-stores is effective. Everything that Saatchi & Saatchi X does is based on the strong foundation of these tools." Amit shares.
The in-store campaign captures a humongous mix of media for Cadbury Kraft's Diwali communication this year. While ATL helps build relevance, and reason to believe it is last mile communication which creates a reason to buy for shoppers. The sheer commitment and sincerity of Cadbury Kraft to drive shopper marketing excellence is evident with a campaign of this stature. Coupled with the expertise of Saatchi & Saatchi X the campaign has garnered and overwhelming response.
Cadbury Kraft yet again celebrates Diwali and Shopper Marketing like no one does.
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