January 21st, 2024, James Stibbs
YouGov Self-serve - our fully self-serviced survey platform - is the perfect tool for testing an early version of an ad or evaluating what consumers have made of a campaign. Simply upload a video and either use our templated questions or add in your own. Here we used our template to ask what British consumers made of Cadbury’s latest big ad, commemorating its 200th year. The ad was chosen as The Drum’s Ad of the Day.
More than four fifths of the consumers we asked like the ad a little or a lot, with exactly half liking it a lot. Over a quarter (28%) tell us they are more likely to consider the brand the next time they are in the market for chocolate as a result of seeing it.
Despite its unusual approach, which melds together different eras, an overwhelming majority (84%) found the ad somewhat or very straightforward to follow. But despite the ad being a remake of an old favourite, only a fifth (21%) recognised it as such. Consumers were more likely to say that the ad was trying to communicate that Cadbury has been around for a long time (65%), that people give chocolate as an act of generosity (60%) and that it communicated that the Cadbury brand is 200 years old (53%).
Three fifths of people told us that they thought the advertisement suited Cadbury well, while more than half (53%) said it made them happy. Two in five (39%) reported that they would watch the spot again. Significantly, given the mass market the chocolate-maker typically aims its products at, only 4% said that the ad was aimed at other people and not at them.
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Methodology: YouGov polled 500 Great Britain adults on January 9, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.