Marketing has been in focus since the trade era when things were based on agricultural means when products were made and sold out through word of mouth marketing. Most of the people use the words marketing and advertising interchangeably, but both the terms are different. Marketing is the broader term and advertising is one of the components of marketing. Philip Kotler has given a classic definition of marketing, “Satisfying needs and wants through an exchange process”.
Philip Kotler defines advertising as, “Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” The timeline of advertisements as reported by ad age, dates back to 1704 when the first newspaper advertisement was placed in Boston Newsletter making an announcement for the search of a buyer for an Oyster Bay, Long Island estate. Cadbury has played a significant role in the advancement of advertisements; we can find vintage ads of Cadbury since 1866. In this article, we are sharing some of its most fabulous classic ads.
Cadbury 1866 Cocoa Colonial Exhibition Ad
This one is Cadbury’s one of the oldest advertisements found on amazon. In this ad, England Colonial Exhibition of cocoa has been portrayed. Women are wearing Draped Skirts which were the fashion of the day in 1860s and is also known as Victorian attire for daily and ceremonious life while the man in Victorian 1860’s style, is wearing black dress coat with full collar rolling low, white vest, lavender pantaloons and gloves.
1866 Cadbury’s Cocoa Essence
Cadbury’s turning point was the implementation of processing technique that led it to launch cocoa essence, England’s first unadulterated cocoa. The image below is the iconic advertisement in which John Cadbury, the pioneer of Cadbury, is doing research in the development of drinks based on chocolate and cocoa. This ad demonstrates the beliefs and values that John Cadbury held, his deep interest and his passion for developing an alcoholic free drink for a healthy life can be seen in the ad below.
Cadbury’s pure cocoa essence came up with the unique brand proposition statement, “Makers to the Queen”. The first Royal Warrant for making cocoa and chocolate was awarded in 1854.
1887 Cadbury’s Cocoa Drink
Another advertisement of Cadbury cocoa drink below is showing a great piece of work, the background location of a country side, the 1860’s Victorian style clothing and unicycle as the medium of transportation is a complete picture of Victorian era world. The girl is standing along a wooden fence, wearing a traditional bonnet with draped skirt and Times New Roman font has been used for the title. The font is at the top of the hill and a man is waving his hat in the air in a cocoa field. A black and white ad has provided complete information about the product and is backed by the details with the heading, “A Few reasons why Cadbury’s Cocoa is so popular”.
The description of the product guarantees the cocoa to be pure and suitable in boiling milk and water. In the whole process of manufacturing Cadbury’s pure cocoa, the automatic machinery employed and other statements related to the purity of cocoa drinks supported by the factual information has been provided in the ad.
1889 Cadbury’s Cocoa Judge
In 1889, Cadbury came up with the advertisement casting a serious and thoughtful judge in antique Pince Nez eye glasses, white neck band and a bench wig, who is taking a cup of hot chocolate. A simple but influential ad, delivering the true message that higher authorities like judges, who are the symbol of trust and justice, are drinking Cadbury cocoa.
Another exclusive ad shows a young girl holding a cup of Cadbury cocoa drink with the tag line “It is absolutely pure” is a great technique of proclaiming the purity and healthiness of the chocolate drink. The company has also given precautions and warning on the ad, showing their responsibility to serve the people in best possible manner. The true commitment to deliver what they promise had worked in making Cadbury a brand of choice for almost 200 years.
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