cadbury eyebrow kids cadbury-one-for me one for you cadburys vault

Whilst having a bit of a rummage on the mighty World Wide Web this morning I came across this new and interesting website for Cadburys.  It features a webpage divided into two sides and everything that a visitor does on one side has an effect on the other side too.

Created for the Cadbury ‘One For You, One For Me’ charity contest which is currently running in Canada, the website has one side dedicated to ‘You could win’, the other for the charities.  Contestants have the chance to win one big prize of $100,000 or a weekly selection of other prizes such as a Threadless T-shirt, an iPod classic or an X-Box 360 and, in return, each prize gives something to one of the many charities associated with the programme including a gift to the ‘Make a Wish Foundation of Canada’ charity, the ‘Humane Society of Canada’ and ‘UNICEF’.

What is interesting about this innovative website is the interactive nature of the double sided screen.  More than just asking visitors to enter a competition to win a basic prize, Cadbury have created an experience where then user can actively influence the actions and behaviours of the characters on-screen.  However, an oversight by Cadbury would have to be the rather basic menu options and secondary landing pages.  Rather than looking minimalist and cartoon-esque, in my opinion this smacks of limited effort and a missed opportunity.  In this age it is paramount brands follow their designed image right through to the end.  When entering this website, users are at first wowed, then pleased and excited to see more.  Unfortunately this experience isn’t continued through the whole site, leaving visitors feeling somewhat cold and disappointed as they progress.

In an age where business philanthropic behaviour or ‘civic branding’ is the norm, it is no longer enough for brands to be seen to be being socially responsible and ‘doing their bit’.  No longer about consumers searching for ways for organisations to help them be charitable and giving; consumers are now constantly bombarded with company charitable efforts.  This means that brands need to work harder to get consumers to participate and make their campaign a success.

It is not without surprise that I experienced the rather lacklustre design of this Cadbury website.  Recent marketing campaigns for Cadbury in the UK, those featuring an iconic 80’s song and overgrown talented gorilla for Dairy Milk in particular, demonstrate a talented ability to combine brand message, identity, experience and humour.  Without doubt they will go down as one of the top “noughties” marketing campaigns.

When visiting the Cadbury’s Glass and a Half Full website it is like entering a completely different universe.  Visitors are taken into the world of Cadbury, through the pastures with grazing cows to the mansion on top of the hill, reminiscent of Willy Wonka’s chocolate factory.  Once inside, visitors can choose where they go next; to the garage housing the racing trucks, the vault containing Cadbury secrets, the Gorilla studios or the factory where visitors are invited to use “The Incredible and Amazing Chocolate Steam Dream Machine” to create their own unique three ingredient chocolate bar in a hope to satisfy the pernickety Cadbury parrot.  This website truly gives visitors a whole, uncompromised experience of colour, sound, video and interactivity.  Users can explore a Cadbury paradise, in line with their brand identity.

Cadbury has managed to successfully create itself a brand so recognised and championed; it no longer needs to stay inside the box when marketing its products.  This is what makes the ‘One For Me, One For You’ website full of promise but then so disappointing.  Rather than playing off the internationally renowned Cadbury name and creating a website which reinforces visitors beliefs, gives them a Cadbury’s experience and makes them want to participate, this website fails to capitalise on reputation or expertise making it a bland, disappointing and forgettable ten minutes.  Let’s hope the lure of one big prize (or many other less exciting ones) may be enough to encourage a more charitable view from the visitors in Canada.