This brand literally goes too far in the infinite space & chose aliens for their advertising! Yes, aliens.
In 2016, a ripple of cosmic curiosity swept across the advertising landscape. Cadbury Dairy Milk, the iconic British chocolate brand, had gone boldly where no chocolate bar had gone before launching an ad campaign starring wide-eyed, tentacled aliens discovering the magic of their creamy milk chocolate.
Ad campaign created by the biggest ad agencies Ogilvy & Mather, had left people stunned & made them crave this Cadbury. But what was special in this ad? What made people love it? Why did they choose animation? How did this ad captivate human brains psychologically to become the most iconic advertising campaign ever? Let's know!
8 Reasons Behind Dairy Milk’s Alien Ad Campaign’s Huge Success
By understanding the psychological principles behind the ad's success, we can appreciate its brilliance and its lasting impact. The "Aliens" campaign is a marketing gimmick that teaches the power of storytelling, humor, and tapping into our universal desire for joy. It's a reminder that sometimes, the simplest things, like a bite of chocolate, can spark the most extraordinary connections. Now, let’s see how this ad captivated millions of brains:
1. Evoking Curiosity and Playfulness
The alien concept instantly sparks curiosity and a sense of wonder. This triggers the release of dopamine, a neurotransmitter associated with reward and anticipation. As the aliens discover chocolate, the dopamine rush intensifies, priming our brains to crave the source of this newfound pleasure.
We're naturally drawn to the unknown, and the ad taps into this innate human desire to explore and understand. The wide-eyed wonder of the aliens as they discover chocolate adds a layer of playfulness and lightheartedness, making the ad engaging and memorable.
2. Universal Appeal of Chocolate
Chocolate is a universally loved treat, transcending cultural and generational boundaries. The ad uses this common ground to connect with viewers on an emotional level. The ad taps into our innate love for the taste and its mood-boosting properties.
Seeing the aliens' ecstatic reactions to the chocolate activates our mirror neurons, making us vicariously experience their joy which ultimately creates a sense of shared pleasure and reinforces the positive associations we have with the taste.
3. Humor and Emotional Connection
Laughter is a powerful tool for disarming our defenses and fostering connection. The ad's humor comes from the innocent wonder of the aliens and their exaggerated reactions to the chocolate. We laugh with them, not at them, creating a sense of connection and empathy. This emotional bond strengthens the positive association with Dairy Milk and makes the brand more relatable.
4. Effective Use of Animation
Live-action limitations wouldn't do justice to the fantastical world the ad wanted to create. But animation allows for a greater suspension of disbelief and freedom in storytelling.
The ad's vibrant colors, exaggerated expressions, and zero-gravity scenes wouldn't be possible in live-action, but in animation, they enhance the fantastical experience and make the chocolate seem even more delicious.
5. Nostalgia and Childhood Memories
The ad evokes a sense of nostalgia for many viewers, reminding them of the simple joys of childhood and the wonder of discovering new things. This taps into our emotional attachment to chocolate as a comfort food and a symbol of happy memories, further strengthening the brand's positive image.
6. Sensory Stimulation and Taste Association
The ad doesn't just show chocolate; it makes us experience it. The ad uses vivid visuals, sounds, and even implied textures to stimulate the senses and create a strong mental association with the taste of Dairy Milk.
The close-up shots of melting chocolate, the aliens' expressions of pure bliss, and the upbeat music all work together to trigger cravings and make viewers want to experience the chocolate for themselves.
7. Social Media Buzz and Engagement
The ad's unique and engaging nature has led to widespread sharing and discussion on social media. This organic "word-of-mouth" marketing further amplifies the campaign's reach and solidifies its cultural relevance.
8. Positive Brand Image and Reinforcement
The "Aliens" campaign successfully reinforces Dairy Milk's core values of joy, wonder, and shared experience. The association with these positive emotions and the lighthearted humor create a strong and lasting impression on viewers, solidifying Dairy Milk's position as a beloved and relatable brand.
Conclusion
The impact of this ad campaign was as astronomical as its setting. People loved it. It resonated with viewers of all ages and backgrounds, reminding them of the simple pleasures in life and the joy of sharing them with others. It sparked conversations, fueled memes, and even inspired fan art of aliens indulging in their newfound chocolate obsession. But the love wasn't just confined to the digital world. Sales of Dairy Milk soared, proving that even the most out-of-this-world marketing can have a real-world impact. The campaign won numerous awards, including the Grand Effie for Food, solidifying its place as a landmark in advertising history.
Today, the "Alien" ad remains a beloved piece of pop culture. With over 127 million views on YouTube and countless fan tributes, it's a testament to the power of creativity and the enduring appeal of a good story.
And that's exactly what Wow Animation does. We help brands like Dairy Milk take that one giant leap into the hearts and minds of their customers. We craft 2D animated ads informed by deep psychological studies of your brand and audience, ensuring every frame resonates and converts. With over 800 satisfied global clients, we're on a mission to make every advertiser a success story. Book your free consultation call with us today and let's discuss how we can make your marketing dreams a reality.