Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury

03/20/24 • 48 min

1 Listener

We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn?

Watch the ads referenced in this podcast:

Timestamps:

00:00 Intro
03:23 Why creativity matters
04:31 Investing in creativity
08:00 Being forced into short term tactics
10:46 How to write a better brief
14:45 Distinctive assets (Oreo Ad)
20:10 Cadbury Garage Ad
22:07 Orlando Chart
23:21 Cadbury Generosity
27:24 How Cadbury approaches creative development
29:22 Data vs creative judgement
32:53 How to measure creative
40:15 Q&A

Watch the ads referenced in this podcast:

Timestamps:

00:00 Intro
03:23 Why creativity matters
04:31 Investing in creativity
08:00 Being forced into short term tactics
10:46 How to write a better brief
14:45 Distinctive assets (Oreo Ad)
20:10 Cadbury Garage Ad
22:07 Orlando Chart
23:21 Cadbury Generosity
27:24 How Cadbury approaches creative development
29:22 Data vs creative judgement
32:53 How to measure creative
40:15 Q&A

Previous Episode

How Liquid Death founder, Mike Cessario, created a billion dollar water brand

Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen.

Timestamps
00:00:00 - Intro
00:01:10 - Mike’s background
00:06:24 - Mike’s brandy startup
00:10:33 - Navigating regulation
00:12:46 - The benefits of being an outsider distrupting an industry
00:14:57 - Coming up with the idea for Liquid Death
00:19:30 - How to create an innovative brand
00:23:48 - Selling the Liquid Death concept
00:27:08 - Raising money for Liquid Death
00:29:50 - Launching on Amazon
00:30:52 - Generating demand in the early days
00:31:46 - Figuring out distribution networks for the drinks industry
00:35:45 - Why limited budgets helped Liquid Death grow
00:44:11 - Why D2C was pivotal for Liquid Death
00:46:12 - Liquid Death’s unique Super Bowl campaign
00:49:54 - The power of the Liquid Death merch
00:53:00 - Innovation for the future of Liquid Death
00:54:15 - Scaling and exit
00:56:02 - Having famous investors
00:57:29 - Maintaining the challenger spirit
01:01:58 - Mike’s advice to aspiring founders

Next Episode

Copy that works, a copywriting masterclass with Vikki Ross

Vikki Ross is a copywriting expert. Having worked for some major brand in the past two decades, she knows a thing or two about branding and tone of voice. This episode is a copywriting masterclass. We start by delving into the principles of great copy, before looking at it in action with our very own Copy Safari (where we go out into the world to find real ads), and then round off by asking the big question; is AI going to replace copywriters?

Links

Timestamps