Right from the start, John Cadbury had a flare for advertising. His first ad in the Birmingham Gazette on 1st March 1824 presents his new sideline succinctly (by 19th century standards).
‘John Cadbury is desirous of introducing to particular notice “Cocoa Nibs”, prepared by himself, an article affording a most nutritious beverage for breakfast.’
He had an eye for promotion, and his shop with its expensive plate glass window (instead of the usual 'bottle glass' panes) got lots of attention. He even employed a man from China to serve in the shop in full national costume, which would have been a huge novelty at the time.
Early advertising for the groundbreaking 1866 product Cocoa Essence talked about its strength, lack of starch and lower fat content, but it was only when Cadbury chose to stress just one thing – a unique selling proposition in today’s terms – that the product really became successful.
During this period there was a lot of concern in Parliament about the adulteration of food – adding cheap, unwanted ingredients to increase profit margins. A bill had been passed to try and stop it in 1860, but cocoa was still a problem. Cadbury advertising stressed how pure the product was and used medical testimonials:
‘We have carefully examined the samples brought under our notice and find that they are genuine, and that the Essence of cocoa is just what it is declared to be by Messrs. CADBURY Brothers.’ – Lancet
‘Cocoa treated thus will, we expect, prove to be one of the most nutritious, digestible and restorative of drinks’ – British Medical Journal
All these thoughts were marvellously summed up in one particular slogan ‘Absolutely Pure, therefore Best’ which became a thirty-year advertising campaign.
Cadbury's cocoa essence led to the passing of the Adulteration of Foods Acts in 1872 and 1875. As well as their planned advertising, Cadbury got lots of free publicity during the discussions, and sales increased dramatically.
The Turn of the Century
When the Dutch manufacturer Van Houton and then others added a harmless alkali to cocoa, producing a nicer, less bitter drink, first Cadbury tried to attack these rival products.
Cadbury advertising suggested these alkalis were dangerous and stressed that there were ‘No chemicals used’ in their own products. But in the end they had to admit that actually alkalized products WERE better, and produced their own, Bournville Cocoa, in 1905.
By this time Cadbury were producing beautiful posters and press advertisements – in fact some of the finest examples of this period. A local artist, Cecil Aldin, was commissioned to illustrate them; they were used on sites throughout the country and in early magazine campaigns.