Last year, Cadbury asked the public to invent a brand new Cadbury Dairy Milk bar.
Thousands of entries were narrowed down to just three, and the new campaign introduces a head-to-head battle between Taylor’s ‘Out of the Blueberry’, Shannon’s ‘Crunchy Honeycomb’ and Gillian’s ‘Coconutty’ to see which bar gets to stay on shelves. The winner will be decided by a combination of sales and a public vote.
Cadbury is asking the public to back one of the three limited edition bars and offering lots of ways to get involved. As well as directing consumers to vote at cadburyinventor.com, Cadbury is leveraging social formats such as Twitter and Facebook polls and Twitter Conversation Cards to enable consumers to pick a favourite and rally behind their bar of choice.
The full campaign launches on 22nd July and is running across OOH, DOOH, YouTube, Online Video and Social. The media was managed by Carat and PR managed by Golin.
Beatrice Berutti, Brand Manager at Cadbury said: “The Cadbury Inventor competition is back for its second year and we couldn’t be more excited about it! We can’t wait to see which bar wins and really want everyone to go out and vote for their favourite.”
Guy Moore, Creative Director at VCCP, added: “Cadbury have launched three fantastic new flavours – Crunchy Honeycomb, Coconutty and Out of the Blueberry – which will hit shelves in July. Created by Shannon, Gillian and Taylor as part of our Inventor competition, the campaign sets out to ask the nation which bar they will back. We hope that the winning bar, as voted for by the public, will become a national treasure.”
Lauren Kenny, Client Director at Carat mentioned: “This year was about making the nation feel more personally involved with Cadbury’s Inventor finalists and their bars. We understood from the audience insight that consumers will vocalise their affinities to their favourite team or club on social platforms and we wanted to encourage this similar behaviour with the new Cadbury inventor bars.”
ECD: Darren Bailes
Creative Directors: Guy Moore, Chris Birch, Jonny Parker
Creative Team: Emma Jackson and Aly Golani
Business Lead: Matt Smith
Account Director: Sophie Bowler
Account Executive: Xanthe Fuller
Planning Director: Nicky Vita & Oliver Waterstone
Senior Planner: Rob Estreitinho
Photographer: Jonny Kennedy
Senior Creative Producer: Pete Lewendon
Integrated Project Director: Jon Dewart
Media agency: Carat
Website & eCRM: ELVIS