Far from Flakey

There is often reluctance to change, as institutions we have grown up with give us a sense of comfort with constants in our lives. Saying that, we absolutely love the new creative positioning of Cadbury's Flake. It is a brave step on behalf of Cadbury, but of recent the brand has gone noticeably stale, and evolution is inevitable, it's either that or a race to the bottom of the confectionary stand. Simply put, the brand needed contemporary currency.

Fallon in London have brought heart to the sensation and experience of the Cadbury chocolate bar in this ad, a hypnotic swaying of the fabric metaphorically transporting you into a world that is more than material. The music beautifully accompanies the visual, and combined they lull the senses into a harmonic experience. There has always been an element of appropriation between the visual arts, fashion and music. Advertising harnesses this for further comercial gain, and the roots of this campaign can be traced back to the 2006 Alexander McQueen fashion show experience featuring Kate Moss, which is gracefully elegant and was groundbreaking at the time.

This is not advertising, it is brand building, and brand building at its best. It takes the core of a product and makes us feel it.

Strategem eagerly awaits the digital online creative and we'll certainly be engaging as consumers if early signs are anything to go by.

Posted by Strategem on 2010-06-10 14:54:21

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