Dairymilk vs Five-Star Billboards: Cadbury Has Enjoyed the Fun Advertising
When you think of chocolate in India, Cadbury is one of the first names that comes to mind. But did you know that Cadbury is not just about one chocolate? It owns both Dairy Milk and 5 Star, two very different chocolates with very different personalities. And when it comes to advertising, Cadbury has turned these differences into a fun, creative battle, especially with their billboards! Let’s dive into how Cadbury uses these two brands to grab everyone’s attention, especially around Valentine’s Day.
The Big Billboard Battle
Every year, around Valentine’s Day, Cadbury puts up special billboards for both Dairy Milk and 5 Star. But instead of just advertising their chocolates, they make the billboards talk to each other!
Dairy Milk’s Billboard: Usually, Dairy Milk’s message is all about love and romance. For example, one billboard asked, “How far will you go for love?” This fits with Dairy Milk’s image of being sweet, special, and perfect for sharing with someone you care about.
5 Star’s Billboard: Right next to Dairy Milk, 5 Star puts up a billboard with a completely different attitude. One famous billboard simply said, “Nah, I’m fine here. Eat 5 Star and do nothing.” This matches 5 Star’s fun, lazy, and “do nothing” personality.
Why is this so clever?
It looks like the two brands are fighting, but they’re actually both owned by Cadbury. This way, Cadbury gets attention from people who love Valentine’s Day and from people who just want to relax and avoid all the fuss.
Dairy Milk: The Sweetheart of India
Dairy Milk is all about happiness, sharing, and special moments.
Launched in India: 1948.
Market Share: Holds about 30% of the Indian chocolate market.
Famous Campaigns: Dairy Milk has had many famous ads, like the “Kuch Meetha Ho Jaaye” (Let’s have something sweet) and “Shubh Aarambh” (Auspicious Beginning) campaigns.
Packaging: Known for its purple and gold wrapper and the “glass and a half” of milk symbol, which stands for quality and purity.
Advertising Style:
- Focuses on family, love, and celebrations.
- Uses TV, radio, outdoor ads, and even mobile promotions to reach everyone.
- Aims to be part of every happy occasion, from birthdays to festivals.
Fun Fact: Dairy Milk often uses famous celebrities like Amitabh Bachchan in their ads to connect with people of all ages.
5 Star: The King of “Do Nothing”:
5 Star is chocolate for people who like to chill and take it easy.
Brand Personality: Lazy, funny, and a bit rebellious. Their tagline is all about “Do Nothing.”
Famous Campaigns: One campaign showed a young man not helping an old lady, just relaxing and enjoying his 5 Star. Some people didn’t like this, but 5 Star stuck with the idea.
Billboard Style: Always laid-back, sometimes making fun of big events like Valentine’s Day by saying they’d rather do nothing.
Target Audience: Young people who don’t want to follow the crowd or do what everyone else is doing.
Fun Fact: 5 Star’s ads are known for their humor and for breaking the usual rules of advertising. They often go viral on social media because they’re so different!
Why Does Cadbury Do This?
Cadbury is very smart. By making Dairy Milk and 5 Star seem like rivals, they get everyone’s attention.
- Double the Fun: People talk about the billboard “war” because it’s funny and clever.
- Covers All Audiences:
- Dairy Milk attracts people who love romance and celebrations.
- 5 Star attracts people who want to avoid all the fuss and just relax.
- Brand Positioning: Cadbury controls both sides of the story, so no matter what mood you’re in, you’ll think of one of their chocolates.
Lessons from Cadbury’s Billboard Battle
- Creativity Pays Off: By making their own brands “compete,” Cadbury gets more attention than if they just advertised one chocolate.
- Know Your Audience: Dairy Milk and 5 Star speak to very different people, but both are popular because they understand what their fans like.
- Have Fun: Advertising doesn’t have to be boring. Cadbury shows that you can be playful and still sell a lot of chocolate!
Key Takeaways
- Cadbury owns both Dairy Milk and 5 Star.
- Dairy Milk is all about love, sharing, and celebrations.
- 5 Star is about relaxing, doing nothing, and having fun.
- Their billboard battles are a smart way to get everyone talking, especially around Valentine’s Day.
- By making both brands stand out in their own way, Cadbury makes sure there's chocolate for everyone, no matter what kind of day you’re having.
Conclusion
Cadbury’s clever use of Dairy Milk and 5 Star billboards shows how fun and creative advertising can be. By giving each chocolate its own unique personality, Cadbury connects with different kinds of people, those who love romance and those who prefer to relax. This smart strategy not only boosts sales but also makes the brand memorable and loved by many. So, whether you choose Dairy Milk or 5 Star, Cadbury ensures there’s always chocolate and a message just for you! Want to know more outdoor advertising case studies? Connect with Vigyapan Mart experts.
