cadbury-joy-gen

The Challenge

Cadbury Dairy Milk is Australia’s biggest and most popular chocolate range, however, research showed consumers have limited knowledge and experience of the full breadth of flavours and repeatedly default to the same product. Cadbury set out to encourage trial of new or forgotten flavours and get consumers to add a new block to their shopping basket.

The Solution

We created the world’s first socially-driven flavour-matching vending machine – the Cadbury Joy Generator – matching people to a flavour based on their interests and leveraging insights from Cadbury data.

The world-first Cadbury Joy Generator analysed Facebook likes and interests including sport, musicians and movies before dispensing a free block of the flavour that best matched a person’s profile. Each personalised recommendation was shared on the person’s Facebook wall. The app was available online for all consumers to use across Australia.

To build further groundswell, we developed targeted editorial angles around chocolate flavour etiquette, each Australian state’s favourites and International Chocolate Day and amplified coverage through social media. We also engaged influencers to encourage discussion around the flavour they favour in earned media and on their social channels.

The Results

Sales of Cadbury Dairy Milk’s total flavour range grew 10.4%, market-share grew 0.7%
250+ pieces of earned media coverage across TV, print and digital with a reach of 90M+
5,000+ consumers engaged with the activation, with 100,000+ footfall across Sydney and Melbourne events
60,000+ views of video content on YouTube and a 4.78 out of 5 viewer rating, above FMCG industry average

Categories

Confectionery
Consumer marketing
Socially-led campaigns
Experiential campaigns
Influencer relations
Media relations