The "100 Calorie" obsession continues with products like the Cadbury Thin bars not only lining store checkouts, but also invading us through print campaigns, and even video ads like the three featured here.
Clearly, Cadbury is targeting image-conscious women with the commercials. The campaign is about "The Clever Woman" who also happens to know the secret of Cadbury Thins.
Stapler, featured above, shows a woman who staples her hem shorter after setting her eye on a "good-looking and single new accountant".
In Panties, a woman transforms her granny panties into a sexy thong after deciding "Mr. Alright" has become "Mr. Right Now." Following that clip is Blemish in which "the clever woman" turns her zit into a beauty mark.
Cadbury Thins: PantiesUploaded by hourigan
Cadbury Thins: BlemishUploaded by hourigan
Marketing 100 Calories
Cadbury Thins: Stapler, Panties, Blemish
Trend Themes
1. 100 Calorie Obsession - Creating snack products that cater to the needs of customers watching their weight is a growing trend.
2. Personalized Consumption - Customizable food products that fit the unique preferences of individual customers could be a major disruptive innovation opportunity.
3. Creative Ad Campaigns - Businesses that think outside the box and create visually engaging and unique ad campaigns can attract more customers.
Industry Implications
1. Food and Beverage - Snack food brands that create 100 calorie or other portioned products have the potential to corner the market on health-conscious customers.
2. Apparel and Fashion - Retailers that create customizable clothing options for individual customers could reshape the way apparel is consumed.
3. Marketing and Advertising - Marketing agencies that create creative ad campaigns can differentiate themselves from others in the industry and attract more clients.