This year Cadbury Dairy Milk Eclairs has comeout with a new campaign and a new positioning. The brand has identified itself with a sweet chocolate time bomb that will explode in your mouth.
The brand is running an interesting TVC to communicate the postioning.
Watch the ad here : Cadbury sweet bomb
Cadbury's Dairy Milk Eclairs has always been focused on its chocolate inner and as a consumer we get a special feeling when the crispy outer covering of the eclairs give way to the soft chocolate liquid inside. The brand is now trying to capture this feeling through the new campaign.
The brand is equating this experience akin to the blowing up of a chocolate bomb from inside. The ad captures this concept quite beautifully.
Although the ad is quite good, there is a striking resemblence with the recent KitKat ad claiming to be more chocolatey. The only difference is that the chocolate explodes outside the head.
Watch the Kitkat ad here : Kitkat exploding
Competition is not only for market share , it is also for the ad copy.