1) Cadbury Éclairs

1960 Chocolate Éclairs launched by London confectionery James Pascall.

1964 Pascalls confectioners acquired by Cadbury Brothers and with it Eclairs, which become 2nd brand.

1974 Éclairs are renamed Cadbury Chocolate Éclairs.

1970s Cadbury begins an international launch programme that will eventually lead to Éclairs being available in 23 countries

1990 The brand is re-launched and gains Cadbury Royal Warrant on pack in the UK.

2006 A new, crunchy Éclairs launched under the Cadbury Dairy Milk brand in India.

2013 Mondelēz International updated the UK ingredients list to add in the inclusion of palm oil in the recipe.

Brand: Cadbury Éclairs

Company: Cadbury

Agency: Contract Advertising

MRP: Re 1

Cadbury Éclairs has been present in India since 1971. This tasty wonder with indulgent

chocolate wrapped in soft, chewy caramel came to Cadbury in 1971. In 1994 the brand took

on the purple and gold packaging which has been its trademark since then.

The brand has remained a favourite and its franchise in India has grown manifold since then.

In the year 2009, Cadbury Éclairs was re-launched with an enriched chocolate centre. The

chewy caramel was also made softer improving the product significantly.

Cadbury Éclairs is also available in a pocket pack which is preferred by teenagers and

heavy consumers who find the brand irresistible.

In 2011, Cadbury Éclairs heralded the New Year with another exciting addition to its fold -

the new Cadbury Eclairs Rich Brownie. The luscious new candy contains an indulgent

brownie flavour in its caramel and pure Cadbury Dairy Milk chocolate in its centre. The new

addition has already become a favourite of consumers who love the great flavour and the

superior chocolate gush you experience as soon as you bite into the candy.

Cadbury Éclairs Advertising:

1) 2006: Ad – Donations

Tagline: - 'Kar De Dil Pe Jadu'

It's 'Donation Day' in a college. A bunch of girls approach some boys and hold out a donation

tin. A smart aleck among the boys reaches into his pockets, pulls them inside out and shrugs.

The other boys playfully follow suit. Dejected, the girls start leaving.

Just then, one girl offers a Cadbury Dairy Milk Éclair to the smart aleck. On eating the Éclair,

he undergoes a transformation. He runs up to the girls and starts donating first his watch, then

his cap, his wallet and also his shirt, to the amusement of the giggling girls.

A shot shows the Cadbury Éclairs pack with the super, 'Kar De Dil Pe Jadu'. The girl offers

the boy one more Éclair which he turns down with a naughty smile.

Link:- http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1653

2) 2007: New Ad

Tagline: -Very Tasty Very Useful

A couple is romancing while sitting next to each other on a Local Bus. The guy is actually a

playboy kind of a character and sees his 2nd girlfriend Pooja Boarding the same bus which

spells trouble for the Guy.

To escape from Trouble he uses Cadbury Éclairs and his first Girlfriend forgets everything

and gets engrossed in the flavour of Éclairs.

He uses another éclairs to get away from trouble with his 2nd girlfriend and she also forgets

everything and gets engrossed in the flavour of Éclairs. But his 3 rd girlfriend Tina pats him

from behind and he has no more Cadbury éclairs left to escape from Trouble.

Link: - http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1652

3) 2009: Meetha Bomb Tagline: - Chocolate Ka Meetha Bomb

Éclairs underwent a makeover. An extra gush of liquid chocolate encased in softer caramel

and a brand new package ensured that Éclairs would continue to be an all time favourite.

The `Chocolate Ka Meetha Bomb’ campaign was launched to promote the new

improved Éclairs.

Link: - http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1651

The advertisement starts with Individuals engrossed into something and having a bomb kind

of stuff which is about to explode in their mouths.

After it explodes one can see kind of a chocolate fountain instead of one’s Head and then

comes the tagline chocolate Ka Meetha Bomb.

4) 2010: TV CommercialTagline: - Doob le Zara

The romanticism of this treat called Éclairs was enhanced with the `Doob Le

Zara’ campaign in 2010.

Link:- http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1649

Created by Contract Advertising, the film takes forward the Meetha Bomb campaign,

which showed people getting completely lost in the taste of the Eclairs candy, with the

chocolate 'exploding' in their mouths.

The tagline this time is 'Doob Le Zara'. The film shows the protagonist being extremely

bored at a retro-styled social gathering. As he pops an Éclairs, things seemingly change for

the better - with the scene suddenly turning into a fantasy which gets more upbeat as he

delves further into his chocolaty fantasy. He is brought back to the present soon - but not

before he smilingly looks at another Éclairs in his hand.

The play in both the Meetha Bomb and the current film is on the experience of eating the

Eclairs and hence, explosion has been used as the creative device. The key insight used was

‘consumers getting lost with every Éclair’.

Reviews: - "Stuck in a bored situation, pop the product and voila! Nothing new! The casting

and acting, too, were rather predictable.

The concept is too close to the 5 Star commercials, which also talk about getting lost in the

taste idea.

5) 2011 – New TV Commercial

Cadbury Éclairs rang in the New Year 2011 with an exciting new addition – the new Cadbury

Éclairs Rich Brownie priced at Rs. 2. The agency was again Contract Advertising.

Link: - http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1648

Cadbury Éclairs Rich Brownie packs in a smooth brownie flavour enveloped in delicious

caramel. At the heart of the candy is of course a gush of Cadbury Diary Milk chocolate.

Called the “Chocolate Fountain”, Cadbury Éclairs urges consumers to enjoy the great gush of

delicious chocolate that hits their taste palate every time they have an Éclairs Rich Brownie.

6) 2012: TV CommercialTagline: - Get Lost

While the new variant is banking on the chocolate fountain, the original Cadbury's Eclairs is

experimenting with the “Lost in Taste “proposition. The creative brains finally came up with

the tagline “Get Lost".

A) Cricket Ad

Link: - http://www.youtube.com/watch?v=1UQCXi8eSGQ

Two Friends are watching a cricket match when a third friend comes in and says that the match is

fixed. Feeling irritated from his behaviour and the disturbance he creates he gives him an éclairs so

that he shuts up and Get Lost in the Flavour of Éclairs.

B) Salesman Ad:

Link: - http://www.youtube.com/watch?v=WtWzSHCcCeg

There’s a Beautiful Lady Buying clothes when a salesman forces her to try different types of clothes

in-order for her to buy. After getting Irritated and angry she ask him to Try Eclairs.

C) Friends Driving Ad:

Link: - http://www.youtube.com/watch?v=9OIubQ9ouS8

2 friends are in a car going to watch a movie, but the driver of the car is driving slowly. The

other friends ask him to accelerate and drive fast and constantly do so by saying that he is a

naive driver. To stop him from constantly bugging him the driver uses éclairs to make him

get lost in the yummy taste of éclairs.

1) Facebook Page – 1million likes

Link: - http://www.facebook.com/CadburyEclairsIndia?fref=ts

2) Orkut

Link: - http://www.youtube.com/watch?v=uKdFDUHFU1A

Conclusion:-

The new tagline is far below the average creative standards for the reason that another brand

from the same company i.e 5 Star is having the same positioning. It is common sense that it is

not advisable for two brands from the same company to have same positioning. Positioning

has to be unique and should not be shared unless it is a branded house. The entire campaign

has a negative tone coupled with the tagline which itself is negative.

2) Parle Melody

Introduction: Caramel meets chocolate to yield an outcome nothing less than delectable.

Parle Melody comes with an irresistible layer of caramel on the outside and a delightful

chocolate filling within. Pop it in your mouth and relish the unique experience. It won’t be

too long before you find yourself asking the age old question ‘Melody itni chocolaty kyon

hai?'

Brand: Melody

Company: Parle

Agency: Grey Worldwide

MRP: Re 1

Tag Line: “Melody itni chocolaty kyu hai?”

“Melody Khoa Khud Jaan Jao!!”

USP: Caramel with chocolate filling

Parle Melody Website: http://www.parleproducts.com/brands/parlemelodychocolaty/#

TV Commercials:

1) 2004 – Break upTagline: - Melody Khao Khudh Jaan jao

The husband in this funny commercial is leaving his wife and his house. His wife asks him

one question before he leaves i.e. ‘Melody itni chocolaty kyun hai’.

Link: - http://www.youtube.com/watch?v=cHxqT7dWp7Y

2) 2004 – Wedding Tagline: - Melody Khao Khudh Jaan jao

There’s a wedding going on and the Groom is asked a Question by the Bride that Melody itni

chocolaty kyun hai.

3) 2005 – HospitalTagline: - Melody Khao Khudh Jaan jao

The advertisement opens with scene in a Hospital where one’s wife is admitted and when

asked to the doctor regarding the status of a patient the Doctor asks him a question i.e.

Melody itni chocolaty kyun hai.

4) 2005 – Classroom adTagline: - Melody Khao Khudh Jaan jao

Link: - http://www.youtube.com/watch?v=lLp1JTeDMck

5) Tantrik TVCTagline: - Melody Khao Khudh Jaan jao

6) 2005 – Alien TVCTagline: - Melody Khao Khudh Jaan jao

Fun facts from Parle’s website:

http://www.parleproducts.com/brands/parlemelodychocolaty/#

Parle Melody doesn’t have an Official Facebook page where as Cadbury éclairs has a

dedicated Facebook page where in the number of like is more than 1 million.

Both basically use Television commercials for the purpose of Promotion and

advertisement. Parle Melody has stuck to the same tagline i.e. Melody itni chocolaty kyu

hai?” “Melody Khoa Khud Jaan Jao!!”

Whereas for Cadbury éclairs it has gone through quite a revolution from 'Kar De Dil Pe

Jadu' to Very Tasty Very Useful to Chocolate Ka Meetha Bomb to Doob le Zara to Get

Lost.

But the Group still feels that The Tagline of Melody is unique and more effective when

compared to Cadbury éclairs because of the fact that Cadbury éclairs campaign feels

synonym to that of 5star advertisement.

Both Cadbury Éclairs and Parle Melody are using the Integrated Advertising as Cadbury

éclairs online campaign on orkut and facebook was similar to the TV commercials where

Parle Melody TV commercials and it online website focuses on the same concept that why is

Melody so Chocolatey.

Both Parle Melody and Cadbury éclairs focus on the point that the recipient of these candy

gets engrossed in the yummy taste and forgets everything else but the tagline of Melody

has had a more everlasting and deep impact on the individuals.