Magazine article Marketing

ADWATCH: Cadbury's Roses Brings Fresh Look to 'Thank You' Theme - A New Fairy-Tale Themed Ad Aims to Bolster the Roses Brand against Rivals Such as Celebrations

Magazine article Marketing

ADWATCH: Cadbury's Roses Brings Fresh Look to 'Thank You' Theme - A New Fairy-Tale Themed Ad Aims to Bolster the Roses Brand against Rivals Such as Celebrations

Article excerpt

Cadbury's Roses' 'Thank You Very Much' jingle is no longer the focus of creative for the brand. Its latest campaign, with the theme 'Goldilocks and the Three Bears', aims to get consumers to reappraise the brand, which faces fierce competition in the wrapped-sweets market.

The Euro RSCG Wnek Gosper ad, the first new creative for the brand since 1998, enters Adwatch at number nine with 51% recall.

The ad opens in a forest with the three grizzly bears heading back to their den. On arriving, they find someone has eaten their porridge, and can smell that someone has been sleeping in their bed. The bears grunt and growl to each other throughout. They see a lump in the bed, and tear back the sheets to reveal a box of Roses. The bears' eyes light up and they all lick their lips, revealing huge sets of teeth. Goldilocks skips away and the bears are seen sitting at the table with a pile of chocolates each. The strapline is, 'Thank you in any language'. A faint variant of the familiar 'Thank You Very Much' jingle plays at the end.

Jamie Elliot, account director at Euro RSCG Wnek Gosper, says: 'We wanted to retain thoughts of the thank you while executing it in a way that would make consumers reappraise the brand. …

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