Cadbury has answered my letter
regarding perceived structural, epistemological and marketing flaws in the
television advert for their new re-sealable chocolate wrapping.
I wrote:
They replied:
RE:
Advertisement for Re-sealable chocolate packaging (19/09/2012)
Dear Craig,
Many thanks for your
feedback, we appreciate all consumer comments and take them very seriously.
The re-sealable
packaging innovation is in-line with current South Africa consumer trends which
shows consumers are constantly seeking new experiences beyond the product. We
are thrilled to hear that you enjoy your Cadbury Dairy Milk slab in one
sitting, however many consumers do wish to tuck away their special chocolate
treat to enjoy it for longer.
With regards to the
TV commercial, an aesthetic creative decision was made to make the brand name
on the blocks of chocolate more visible.
Thanks once again for
your feedback we hope that you will continue to be an avid Cadbury Dairy Milk
Fan.
With warm regards,
Melanie Lush
Promotions & Events Coordinator
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Kraft Foods South Africa
18 Harrowdene Office Park
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Kelvin Drive, Woodmead
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Sandton 2191
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Private Bag X44
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Gallo Manor 2052
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Johannesburg
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South Africa
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Only one question still remains
(or, actually two):
(1)
What, Dear Blog Reader (and assumed chocolate eater), are the new kinds of
experiences that you, the consumer, are seeking “beyond the product”, and can
these experiences surpass consumption of the actual product itself (the chocolate)?
(2)
What other things can empty resealable chocolate wrappers be used for, apart
from storing false teeth?
That does seem weird. I don’t think packaging was what those consumers meant when they said they wanted to experience something new. Haha! Nice try, though.
ReplyDeleteFor the sake of argument, let’s say people don’t actually eat the bars in one sitting and store them. How does that affect the quality of the chocolate if there was already air inside with the chocolate? And how different would it be to just fold the edges up so the chocolate is not exposed? Or, you know, just putting it in the fridge. Questions to ponder on. XD
Clay @ World Packaging
Thanks for the useful comments. I think a full research project is called for.
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