By Emily Devon
Cadbury released an emotive Easter brand campaign, developed by Ogilvy Melbourne that shines a light on people who surprise others with little acts of kindness, that bring them closer together.
“In these trying times, Cadbury believes that now more than ever, there is a glass and a half of generosity and goodness in everyone,” says Equity Director at Mondelez, Anthony Ho.
Prior to the COVID-19 pandemic erupting, confectionery companies had already begun targeting consumers emotions with new updates made on old sweets.
A kind place of nostalgia
In the Jan/Feb issue of Convenience World magazine, I spoke with a range of confectionery companies who know that consumers enjoy a sense of nostalgia when it comes to purchasing sweets.
Nostalgia is comforting – generally taking you back to a much simpler time, and to be completely honest, that’s perhaps what we all need right now.
I spoke with director at Cooks Confectionery, Ruben Lezcano on bringing back the Scorched Peanut Bar, he said: “We rebirthed a brand that resonated strongly with consumers from a past generation while staying true to the original formula and packaging as much as possible.”
While there is also an apparent health trend involved in the confectionery sector – consumers who have an old favourite, are still expected to revert back to what they know, what reminds them of the good old days.
“The popularity of the Scorched Peanut Bar resonating so well with the previous generation could spark themed merchandised options in stores that attract consumer attention, drawing focus on an emotional, purposeful purchase rather than a price centred one,” explained Mr Lezcano.
Whether it be a campaign encouraging kindness, or a revamp of an old favourite – confectionery has the power to bring out the sweeter side of people, which as we all know, can go a really long way, especially right now.
