Crunchie campaign research

Cadburys uses a mixture of randomness and humour to create an image of the chocolate bar with an edge. Here we see the use of obvious humour, which discriminates but at the same time creates an "against the norm" appeal as opposed to other competitors like nestle who, for example the Milkybar advert which is blue (good) car vs red (bad) car which is more child like, and appeals to that demographic. Whereas Crunchie defies the norms of chocolate, appealing to an older audience with the use of "get the friday feeling" as a slogan which would reflect adult ideology as opposed to childs. Therefore it engages a demographic which isnt as obvious as children, just like the way galaxy does, appealing to give older women sanctuary after hard work.

Here is a clip of one of the more original crunchie adverts. It uses various examples of more adult humour, for example the quote:

"Is that a crunchie in your pocket or are you happy to see me?"

The use of these sexual inuendo's captures the older audience as they are targetted through this, as opposed to younger audiences who identify with the good vs evil storylines, like the milkybar kid campaigns etc. The Crunchie campaign has been so successfull as they engaged an audience you wouldnt immediately connote with chocolate, as they have been uncatered for by the industry.