Uganda, Kenya and Tanzania make up the territory known as East Africa. The bulk of Cadbury-Fry business came from their kenya trade of which the biggest single item was Cadburys Cocoa. Following their success in kenya early 1966 they started a campaigne to introduce Cadburys Cocoa to the Uganda African population. Cocoa is a household name in England but to the people of Uganda it was a rather new and mysterious substance, regarded with a certain amount of suspicion. The most effective way to sell new commodities in East Africa was to go into public markets and visibly demonstrate its virtue. This was very basic selling but the effect of sophisticated tv and press advertising was limited in a country where only a few people owned tv sets and most couldnt read.
To demonstrate Cocoa in public markets they used a 2 ton Austin Van, fitted with gas heaters, sink unit, ampilifier and loudspeaker equipment. A large metal apron-stage drops down at the rear and on this the demonstration took place. On arrival they played local Uganda music to attract a crowd, following this 2 Uganda demonstratores gave a short enthusiastic talk on the value of Cadburys Cocoa. They proceded to show the crowd the correct way of preparing the drink. The crowd was then invited to buy a sample cup of the Cadburys Cocoa.
Bournville Works Magazine, 1961
This article got me thinking about connecting with my audience and what they really want and how to give it to them. It made me consider peoples needs in this day and age, as it has changed a lot over the years, before they would of been satisfied with just a cup of hot chocolate but with influences of the media, the stress of day to day life and the prices of things this is no longer the case. Today things need to constantly be bigger and better than everything else, and even then you have to constantly improve and update everything to keep up with everything else
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