Cadbury Roses is launching its first major campaign in more than 20 years to celebrate the product’s 80th anniversary.
The 30-second spot, created by VCCP, follows a young boy who thanks people by saying “Roses” instead of thank you, much to his father’s bemusement. From waitresses to drivers his father becomes increasingly baffled until it transpires he overheard two teachers discussing how the best way to say thank you is with Roses.
Michael Moore, senior brand manager for Cadbury Roses, says: “Culturally we think it’s a really nice time to be talking about thank yous. When we talk to our consumers they seem to be a valuing real gestures of kindness, which is what Roses is doing. People are discussing the importance of getting off social media and giving a face-to-face thank you.”
The ad wil launch tonight (24 September) during Emmerdale on ITV.
The £2.6m campaign is also part of Cadbury’s new positioning, which is focused on “kindness and generosity” – the founding principles of the brand and its founder, philanthropist John Cadbury.
In January, Cadbury got rid of its joy positioning after six years refocusing its marketing in a bid to combat the trend toward healthy eating. Consumers are increasingly looking for healthier alternatives with chocolate sales falling by £78m in the 12 months to October last year in the UK, according to data from IRI.
When we talk to our consumers they seem to be a valuing real gestures of kindness, which is what Roses is doing.
Michael Moore, Cadbury
The brand is looking to ensure it “retains its modernity” among those aged over 35, with Moore describing the campaign as “another way to say thank you”.
Alongside TV, Cadbury will be launching digital and experiential activity.
Moore explains: “Cadbury talks to the nation – we’re in 90% of homes up and down the country – and TV is a great platform to be able to get our messages out to all those people as it has such a great reach and frequency. Obviously alongside this we use digital to give us smart ways to target different audiences.”