Cadbury’s – the marketers to watch?

cadbury steam trainLast week, Cadbury’s drove a steam train around Sydney. It was the prelude to a TV ad by Saatchi & Saatchi and it was pretty cool.

Also involved was experiential agency Wonder, who won a Gold Lion earlier this month for their branded content work with the Qantas Great Crusade.

Also last week, Cadbury’s Boost uploaded a mockumentary which features the Today Show’s Ben Fordham opining about the fictional meme of Slating.

Part of Meme, Myself and I, It’s a branded content play involving Droga5, Bondi Hipsters creators Infinity Squared and MTV.

It is of course too soon to say whether either campaign wil succeed.

But what is intriguing is that these two very interesting, very non traditional campaigns were carried out by different agency teams.

The common thread is the client – Cadbury’s, which is now part of Kraft.

And while Cadbury’s is known for amazing work in other parts of the world, not so much here. Until now.

It feels to me that in the coming months, the marketing coming out of Cadbury’s is going to be well worth watching.

Tim Burrowes


  1. Che
    1 Jul 12
    12:11 pm

  2. Isn’t it just “Cadbury”?

  3. The Bone
    1 Jul 12
    12:48 pm

  4. Ben Wicks equals brave genius. Not afraid to make the big calls and let the art of creativity be born at the right agency

  5. Tom
    1 Jul 12
    3:53 pm

  6. Good on you Mumbrella for giving kudos to the client. Credit where credit is due.

    There’s an old advertising maxim “Clients get the work they deserve”… which the longer you’re in the game, the more you realise its veracity. Kraft in Australia (and globally) is increasingly a case in point.

  7. Come on
    2 Jul 12
    11:04 am

  8. Guys seriously… It’s “different” sure, but there is nothing about it that will drive sales, it doesn’t drive any emotional connection to the brand and it lacks substance and significance. In fact, it isn’t even cool, it’s crap. Whoever is signing the cheques at Kraft needs a talking to, Droga5 have developed far better work. Stop getting caught up and falling in love with your own “creativity”… What I find most annoying is that so many agencies continue to spit out crap, and then take no responsibility for the lack of sales increase, and use brand health to hide behind as the measurement of success. Sales keeps you ranged. Remember that.