Cadbury joins Snapchat; partners with Vice

Rachael Micallef
By Rachael Micallef | 3 December 2015

Confectionery giant Mondelez is taking a snack-size approach to its marketing, putting its Cadbury TimeOut brand on Snapchat as its aims to engage a younger demographic.

The campaign is part of Mondelez's Media Innovators program which saw nine teams of marketers from its chocolate brands develop digital ideas to compete for part of a $1 million dollar advertising budget.

The partnership will see Snapchat integrated with a consumer promotion, asking consumers to “snap” a TimeOut bar, with a $10,000 prize up for grabs.

New York street artists Yok and Sheryo are providing inspiration by creating three pieces of TimeOut related street art featured on posters next to a blank canvas, ready for passer bys to snap.

Cadbury brand manager – Cadbury bars, Dwayne Hutton, said the move onto Snapchat is a surprising but relevant one for the brand.

“The TimeOut chocolate bar is all about encouraging you to take time out and enjoy it,” Hutton said.

“This fits perfectly with the behaviours of using mobile devices and being active on social media.
 
“It’s very exciting to be innovating with media and activating on Snapchat for the first time. Seeing TimeOut on Snapchat might come as a surprise to some consumers, so we are very excited to see how creative they’ll get with their snaps.”

In addition, TimeOut is partnering with Vice to get its in-house creative agency Virtue to build a multichannel campaign. To boost awareness, the Vice team's campaign will run across out of home, YouTube, Vice discover, the Vice media network and other digital channels.

The campaign follows a number of other projects under the Media Innovators Program including a campaign with Taste.com.au for Cadbury baking and a tie up with Tinder and Nova for Picnic.

Media Innovators is the second program run by Mondelez with the aim of producing out of the box thinking. Last year, the company ran its Mobile Futures program which saw it partner with startups to feed innovation into the company.

This year's program is ran in conjunction with Mondelez's agency partners Carat and Saatchi and Saatchi and focuses on challenging thinking within the organisation specifically.

Carat Australia national head of product Sam Hegg said: "Innovation is an oft-used word in agency-client relationships and it takes mutual effort to happen.

"These great ideas have been born through a desire in the senior Mondelez marketing function to invest (significantly) into ideas and bravery supporting brand teams who want to develop their capabilities in creativity.  

"For us at Carat, building a framework and support system to help the Mondelez team scope and execute their ideas.  It has been immensely rewarding for all involved."

Speaking to AdNews in October, Cadbury head of marketing bars and bitesize, Carla Filia, said the program has focused on challenging thinking in the organisation's marketing teams.

“A continual learning for us is that winning in digital is tough,” Filia said.

“You need to be authentic, relevant and engaging to cut through in this space and you need to challenge everything that you've ever done in traditional media to think about it differently.
“That's been the biggest learning in this process; that it's ok to be uncomfortable. That's when the magic happens.”

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