Cadbury is prepping its biggest ever digital and social marketing push as part of the launch of its latest brand campaign. The chocolate brand is moving on from its Joyville brand idea with the introduction of a new brand platform based around the concept of flavour.
The brand is calling on Aussies to claim their favourite flavour and take part in social activations on Facebook that it hopes will turn the campaign “viral”. The campaign tagline is “What flavour do you favour”. Cadbury wants to start a debate among Australian's around favourite flavours and encourage people to try something different.
Content created by fans on social will also form part of a TV campaign later this year.
The TV campaign, which launches today (28 April) sees thousands of Dairy Milk blocks lined up in an Aussie suburban street in a domino rally. The campaign also takes in PR, social media, digital and outdoor activity that will run for the next four months. The TV ad was created by Saatchi & Saatchi.
Cadbury head of marketing Steve Chantry told AdNews the campaign would be the brand's biggest ever digital campaign in Australia, via which it will spend $1 in every $5 of its budget on digital.
Chantry told AdNews it's an evolution of the Joyville concept rather than canning the whole concept, adding it was designed to bring Cadbury Dairy Milk flavours “to life” away from the fantasy chocolate world introduced with Joyville.
Joyville was axed in the UK last year just a year after it was lauded as a 10-year brand platform after the brand admitted that it didn't do enough to sell product.
He said: “Joyville was successful in inciting the love behind the brand, now we're moving it from Joyville to real life. Flavour is at the heart of Cadbury Dairy Milk, it's the most exciting thing about Cadbury, but we've never talked about flavour as a concept before. We want to bring joy of flavour to life. It's the biggest social and most integrated campaign we've done in Australia. The [potential] social virality is immense.”
The campaign coincides with the launch of a number of new variants of Cadbury Dairy Milk blocks including Cherry Ripe, Picnic, Strawberries and Cream and Crackle. It is also bringing back the Black Forest flavour that was brought in and shelved after a few months last year.
Chantry said a lot of the decision making on which flavours to launch and bring back are based on consumer demand and comments left on its social media page.
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