What flavour do you favour

 

Overview:

The Cadbury Dairy Milk block chocolate range is a key component of the overall Cadbury and Mondelez International offering. Red Agency was engaged in 2014 to assist in re-launching the Cadbury Dairy Milk brand and to support its new brand messaging. Cadbury was moving away from its previous ‘Joyville’ campaign and wanted to encourage Australians to experiment with their flavour choices and trial new and different flavours.

 

Execution:

Red Agency launched the worlds first socially driven vending machine to encourage the trial of other flavours within the Cadbury dairy Milk range.  Using a unique algorithm the vending machine analyses the Facebook profile of users and determines which chocolate flavour is best suited to their likes and interests. Public installations were held in both Sydney and Melbourne where consumers could use the vending machine and determine which flavour suits them. To create further media engagement around the campaign launch journalists were sent samples of the range as well as recipe suggestions and information on Australia’s flavour demographics.

 

Outcomes:

Prior to the campaigns launch Cadbury Dairy Milk was best known for its Joyville advertisements and consumers were hesitant to trial the whole range. We needed to create more conversations around flavour and encourage consumers to try the whole range before determining their favourites. The launch of the ‘What flavour do you favour’ campaign was a huge success which resulted in over 200 items of media coverage in a number of quality outlets including key pieces with HomeHeaven, Lifestyle.com.au, Yahoo!7, NineMSN, She Said and AU Review.