Ogilvy & Mather, which handles the bulk of Cadbury’s products, has been assigned the advertising duties of the confectionery major’s new offering, ‘Wowie’, as well. Though the officials haven’t divulged much on the ad spends, industry sources hinted that the spends would be substantial as this is the launch of this product in the Indian market.
The interesting aspect of Wowie is the tie-up with Walt Disney, wherein Disney characters like Mickey, Pluto, Goofy and Donald would be used on this white and brown blended chocolate.
Speaking on the new launch, Sanjay Purohit, Director Marketing, Cadbury India Ltd, said, “We are as excited as our Cadbury lovers would be to have the new Cadbury Wowie. The ‘WoW Factor’ being a new Disney toon smiling every time a consumer opens the wrapper. We will continue to surprise our consumers with interesting and creative brand offerings such as this, which allows us to interact with them as they engage and enjoy the product.”
Wowie has been positioned to become the choice of 8-13 year old consumers and that is what O&M would be focussing on in the communication that has been designed for the new product.
O&M’s Abhijit Awasthi said, “The marketing campaign would be TVC led, but we will have some activation ideas as well.” This new launch is being supported heavily through a new TV campaign, parallel with radio and outdoor in select cities.
Even as the product has been officially launched, the campaign will be seen later in the month or early next month. Wowie would concentrate on the packaging element as well. The packaging has been done with colourful 3D imaging effects. The emphasis is to enrich the chocolate experience with Cadbury and provide value for money to the consumers.
As is known, the Cadbury account is divided between O&M and Contract. Of all the products that the chocolate major has, Contract takes care of confectioneries and the celebration packages. The rest is with O&M. The range of Cadbury Dairy Milk includes 13 brands, including Cadbury Dairy Milk (regular, pure chocolate), Cadbury Dairy Milk Chunky, Cadbury Dairy Milk Fruit & Nut, Cadbury Dairy Milk Crackle, Cadbury Dairy Milk 2in1, Cadbury Dairy Milk Poppers, and Cadbury Dairy Milk Desserts, among others.