Cadbury Pitch - Group K For the current project, FMCG Creative Partner will work along with Cadbury in order to produce a TV advert that is 30-90 seconds long. The main priority is to develop a product that meets Cadbury's principles, such as empowering their consumers to be active agents of diversity and inclusion. In particular, we propose to explore Cadbury's commitment to racial equity, using that as the main angle of the ad product. Meet the Team FMCG Creative Partner is an experienced creative marketing agency lead by Dan Kerney. In order to develop the mentioned product, we carefully picked a team that fits this project perfectly and will work to satisfy your needs. Joana de Sousa Production & Marketing Coordinator In charge of establishing with you the strategy you're going for and lead the producing process of the final product. Flora Feng Creative Coordinator Will be the person who's going to come up with lots of ideas to put in practice the concept we propose. Tiffany Muthee Copywriter Will translate our ideas to meaningful words that will impact your costumers. Goutham Ramkumar Media Specialist Will be the one to make sure everything is in order and according to plan to get our final media product: a TV ad. Yuhe Du Market Research Specialist Will be in charge to provide good-quality information where you can rely to make your decisions. Selected Cadbury product - Cadbury Dairy Milk Bar We propose to focus the TV on the classic Milk Bar - first released in 1904 - since this world-wide-known product represents the promotion of a unified mindset empowering diversity. Therefore, this product can be the agent that reflects Cadbury's principles when it comes to diversity and racial inclusion. Target costumers - Multicultural Women We suggest dividing the main target (women) of the ad into three sub-categories. · Married women and mothers: the most value customer. Women are usually the decision-making agent when it comes to household buying. · Single women and students: stream consumers. These women can be impacted by ads. Mass communication can impact and engage this target with the product. . Diversity supporters: general public that relates with the idea of supporting diversity and racial inclusion and can be impacted by mass communication adverts. Inicial Concept - Find Your Magic Our initial concept will be centred around three girls - fashion designer, a painter and an accountant - from different racial backgrounds who are striving to break the ceiling in their very different under pressure careers. When facing frustration and lack of creativity, each one of the girls finds Cadbury Milk Bar in the most random yet obvious places. With a look of relief on their faces, the girls bite the chocolate bar, experiencing a burst of inspirations unlocking their creativity and enabling them to come up with ideas and solutions that are both unique and captivating. Thus, this advertisement links the product to diversity and creativity. 1