Of course, I am talking about the latest ad from Cadbury 5 Star. In the last decade, Cadbury Five Star has decided that its main target group is millennials and that it must shock people out of their pants to achieve that objective.
They have done many “in-your-face campaigns” that seem to resonate with their target group, like “Eat 5 star, do nothing” campaigns, and the latest campaign, “Make AI Mediocre Again.”.
My generation has grown up watching and admiring Cadbury’s iconic ads and campaigns, like Cadbury cricket, Khaane Waalon ko khaane ka Bahana Chahiye, Kuch Meetha Ho Jaaye, Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye, Shubh Aarambh, Raho Umarless, and Bring out the child in you, etc. This one is and sounds sacrilegious!
The ad talks about how AI is making our lives miserable and making us work more. The solution? Make AI mediocre by submitting a lot of trash in farm search engines. According to Cadbury, this will make AI mediocre again, and we can be back at our workstations—doing nothing but eating Cadbury 5 stars!
Is Cadbury serious! I don’t know. They ask us to submit our worst answers that will make AI mediocre! I scanned through the comments section of the ad airing on YouTube, and 99% of the viewers liked and even commented on how doing nothing is the best thing. I might belong to the minuscule minority, but I dislike the advertisement! I don’t get it at all. Can we fight AI? I suppose not! That is what Cadbury is trying to do!
This ad is prodding the millennials into inactivity! But active in consuming Cadbury 5 Star! Welcome to the digital world—where irrelevance is the new relevance!
Excellent post sir
ReplyDeleteThanks Sanjeeva Reddy
ReplyDeleteThis seems like a wonderful case study.
ReplyDeleteEspecially for Indian market.
This ad seems total irrelevant and super confusion for audience.
In Foreign markets the immediate response for sweets are chocolates
(Cadbury) and there is huge competition among the chocolate industries.
Whereas in Indian market still they could not able to replace the traditional sweets industry which is super strong and difficult to understand for them.
So which is why Cadbury thought the target market is tech employees specifically who use desktops.
I mean no F.A.B's of the product only create confusion and boost sales.
Superb examples for students.