CADBURY DAIRY MILK BUBBLY by Fallon London for Cadbury Dairy Milk

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Industry Milk, Chocolate
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Fallon London
Creative Director Shish Patel, Sam Oliver
Creative Chris Bovill, John Allison Advertising
Released March 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: KRAFT
Chief Creative Officer: Santiago Lucero (Fallon)
Creative Director: Sam Oliver (Fallon)
Creative Director: Shish Patel (Fallon)
Creative: Chris Bovill (Fallon)
Creative: John Allison (Fallon)
Agency Producer: Rob Punchard (Fallon)
Production Company: Hot House I Want Gets (Hot House I Want Gets)
Media placement: TV Campaign - 1 Spot - 3/02/2012
Media placement: Print - 1 Spot - 3/02/2012
Media placement: Fountain - 2 Spots - 21.02.12
Media placement: Currency - 2 Spots - 21.02.12
Media placement: Online - 1 Spot - 21.02.12
Describe the objective of the promotion.
Cadbury had a great challenge for us – the Glass and a Half full productions were creating fantastic salience, but ultimately, the product itself was disappointing people. How could we connect the magic of the Cadbury brand back to the chocolate?
Describe how the promotion developed from concept to implementation.
Cadbury have plans for a wide range of NPD over the next five years – meaning the creative platform had to be able to stretch and encompass innovation and ‘new news’.
The main objective was to rekindle people’s love and excitement for not just Cadbury’s, but Cadbury’s chocolate, by surprising and delighting people with the magical attributes of the Cadbury brand.
Explain why the method of promotion was most relevant to the product or service.
We chose to launch Cadbury Dairy Milk Bubbly in a totally unique and integrated way.
We started with a bang with a 30-foot Magical Musical Chocolate Fountain in London's biggest shopping mall. At the launch we introduced the public into the wonderful world of Joyville.
We brought in our Joyville chocolate workers to give chocolate away and specially designed Joyville currency which gave consumers a 35-bean discount on the new Bubbly chocolate bar. We then launched our 60sec TVC, print and OOH.
Describe the success of the promotion with both client and consumer including some quantifiable results.
So far, this is on track to be the biggest launch in tablets in 5 years
£6.6m sold in 12 weeks (+£2.7m ahead of target)
Bubbly has driven a 4.2ppt share gain for Total CDM
Has both grown the category and brought in 1m new consumers to chocolate tablets