Leading confectionery brand Cadbury Dairy Milk is bringing back its well-known ‘The Real Taste of Life’ campaign that made it a household name when it launched in 1994. Here’s what has been incorporated into the new-age version of the campaign with diversity and inclusion
The updated version of the just launched campaign reiterates the brand’s current story of generosity while modernizing the campaign to reflect the new and inclusive world.
The new film conceptualized by Ogilvy India, for Mondelez India, shows a young woman scoring a winning race and her male friend unable to contain his joy runs towards the field dancing with shameless joy, to the applause of the crowd. The ’90s campaign had a similar plot and setting, except in this version the guy was shown playing cricket on the pitch and his girlfriend happy with his performance on the pitch was shown making the pitch. jig and cheerful dance of the brand.
The film ends with a powerful message from #GoodLuckGirls in recognition of the new world where women break down barriers and stereotypes and are successful in all facets of life.
The new cinema
Do magic twice
Piyush Pandey, senior adman and chairman of the global executive and creative president, Ogilvy India was closely involved in both the 90s campaign, as well as the current version. In his opinion, it took a brave client in the ’90s to move forward with the original Cadbury Cricket film and it took an even braver client to try and do magic with an iconic film while also mirroring the changing times.
The Old Movie (1994)
Combining nostalgia and emerging cultural codes
- The film represented the version of the culture that was relevant at the time and worked very well because it was right for its time – in the way it portrays simple joy and celebration, shares Anil Viswanathan, senior director – marketing, Mondelez India. However, it had to make sense in today’s context and highlight emerging conversations about gender, he adds.
- “In all of our communication, we choose to be at the cutting edge of culture rather than campaigning to provoke controversy,” says Viswanathan. In this case, too, there was a reason to bring her back that was beyond nostalgia. As a brand that has always promoted gender inclusiveness, this contemporary take is our way of recognizing changing times and being gender inclusive, ”he adds.
Rewiring around the ‘generosity’ conversation
- The film fits well with the conversation about the generosity of the brand that she recently launched around “recognizing the unconfirmed”. It worked as a stepping stone, adds Viswanathan and says that “the role reversal has helped encourage the emerging face of women in society.”
- The treatment of the film has been kept in such a way that it resonates and finds its relevance among millennials and Gen Z consumers, although they may not be familiar with the previous branding campaign launched more ago. 25 years old.