1

Unit 2 task 2
Dairy Milk Advertisement

Bradley Fannon

Contents
Page 3 Summary / Scenario & Themes
Page 4 Timeline, Research & Justification
Page 5 - Target Audience & Conclusion
Page 6 Glossary

Summary / Scenario
I have been employed by Cadburys Chocolate in the promotions department. I have to
come up with original ideas for an advertisement for one of Cadburys Chocolate bars. I will
be creating an advert which will be played on TV for thousands of viewers. My advert will be
a football theme advert which will take place at Wembley football stadium. From previous
adverts that Cadbury have developed such as the Gorilla advert which is one of the popular
adverts they have produced. The chocolate bar I will be focusing advertising on is the
chocolate bar Boost. This chocolate bar will be featured in the advert when the football
player steps up to take the penalty but misses the and the crowd start to shout at him. After
this the player gets another penalty and then someone in the crowd throws the chocolate
bar at the player which is Wayne Rooney. The player gets the chocolate bar which is the
chocolate bar boost and takes a bite out of it then takes the penalty and scores and the
crowd goes wild. The player Wayne Rooney then looks at the boost bar and the person in
the crowd and gives him the thumbs up to thank him for helping him score.

Themes
The theme of my advert is football because it is very popular and footballers like Wayne
Rooney will catch a lot of attention by many people. I chose to do a football theme because
football has a big audience and my target audience is 16-25 year olds because football is
mostly watched by these ages. The advert will be filmed inside a football stadium with fans
in the stands. I will pick a fan out of the crowd to throw the chocolate bar on the pitch.

Justification
On my advert I will have the football player Wayne Rooney who will play the main role for
the advert as the football player taking penalty. Having a famous person featuring in my
advert will gain more attraction to the viewer and also gain more attention on social media
websites such as Facebook. This will be beneficial for the company Cadburys because it will
gain more exposure for their chocolate bar. Also it is very unlikely that people will turn over
the channel when someone famous is featuring in the advert because they may like the
celebrity. I have decided to do the advert with Wayne Rooney because he is an iconic
footballer for England and most people will recognize him.

Timeline
00.0 - 0.10 Cinematic of the ground then zooms into player taking the penalty.
0.10 0.15 Player misses the penalty and crowd is angry.
0.15 - 0.25 Penalty again and fan throws chocolate bar at player and eats the chocolate bar
then shoots and scores.
0.25 0.30 Crowd goes crazy and player thanks the fan for the chocolate bar.
This is just an example of the advert but some changed may need to be made if the plan
doesnt work out in the time frame.

Research
Boost is a brand of chocolate bar currently manufactured by Cadbury. Boost was launched
in 1985 as a tough coconut and caramel bar, coated in chocolate. It was then relaunched in
a further two variants: a peanut version with peanut butter and a biscuit version. The
coconut version is no longer available. The peanut variant is now called a Starbar. Starbar
originally existed before peanut Boost but was taken off the market and rebranded. Then
they changed their mind and rebranded it as Starbar again. The biscuit version is now the
standard Boost bar. The Gorilla advert is a British advertising campaign launched by Cadbury
Schweppes in 2007 to promote Cadbury Dairy Milk-brand chocolate. The 90-second
television and cinema advertisement, which formed the centrepiece of the 6.2 million
camping, was created and directed by Juan Cabral and starred actor Garon Michael. There
has been many advertisements for this chocolate bar but not one recently. Brand awareness
is another advertisement. Brand awareness is the percentage of people who recognize a
company's brand of products. It usually takes many years and lots of ad exposures to build
high brand awareness. Television and radio are two of the best mediums for building brand
awareness so I need to make sure I brand the chocolate bar well and make everyone
recognize it.

Target Audience
For my advertisement I need a target audience for my advert to attract a certain audience.
My advert theme is Football so it will be a good idea to attract people who watch football
which can be a range of ages. I have decided to set my target audience for 14-30 year olds
simply because the range I have chose is more than likely to be entered by the advert. The
player who is being in the advert (Wayne Rooney) will attract younger people because they
look up to him as an inspiration and thats why I have the target audience age low. The
target audience for my target audience is going to be 14-30 year olds because this the
advert is mainly towards teenagers and young adults. I understand that there are some
people out there might watch football older or younger than my original target audience
however I think the majority is in the range for my target audience. I will be advertising my
advert on different kind of platforms. My advert will mainly be advertised on channels like
ITV and BBC but could be advertised on different channels.

Conclusion
After doing research for my advert and gathering all the information I am confident about
my advert that it will be successful. In order to properly produce my advert on this
chocolate bar, its clear from my research what areas I will need to focus on. I will also need
to make sure that I meet the target audience requirements and always aim for them. All the
research of different adverts has helped me define my advert and have ideas on how the
advert will play out. The best way I can make sure that my advertisement will be beneficial
for Cadburys is that a lot of people speak about the advert on social media website such as
Facebook and twitter. This will increase the views of the advert and gain more attention for
the company.

Glossary
Justification Why my idea will work.
Theme - The structure of the advert and what theme it will be
Scenario - The storyline of the advert
Timeline Display of sequence
Target Audience A group of people which the advert will target.