‘What flavour do you favour?’

Cadbury

Cadbury Dairy Milk chocolate was launched in 1905 and became an instant success. Made with fresh milk from the British Isles, and Fairtrade cocoa beans, Cadbury Dairy Milk remains one of the UK's top chocolate brands. Cadbury Dairy Milk chocolate is one of the major success stories for Cadbury and one of the world's most famous chocolate.

What’s your flavour, tell me what’s your flavour?

Recently Cadbury launches " Flavours" campaign with rebrand, TV and social media campaign.‘What flavour do you favour?’ With the aim of achieving social conversation about the nation’s flavour preferences and “unlocking the joy of trying something different” I believe it is safe to say that Cadbury has managed to achieve this through their campaign.

It’s the emphasis on flavours that centres Cadbury’s new marketing push. Mr Chantry said he wants to start the “flavour conversation” with Australians, promoting Dairy Milk’s now 17 flavours.

The “What flavour do you favour?” campaign takes one on a journey of discovery of what flavour makes their tummy waver and gets you smiling from ear to ear. It is an interactive campaign that not only benefits Cadbury in their research phase, of what flavours consumers indulge in, but also allows consumers to treat their taste buds. Cadbury brought a variety of different chocolate flavours to their consumers’ doorsteps, eliminating the additional travel and purchase effort that could rather be spent indulging in their products.

Integrated Marketing Communication

When implementing a marketing campaign it is essential that the campaign is effective and successfully gets the message across to the consumer.Cadbury meet their consumer by using effective imc tools.

Advertising

Cadbury mainly promote their campaign “ What’s your flavour, tell me what’s your flavour?” through electronic media ( TVC) , print advertisements like billboard , advertisements in dailies etc.

Interactive Marketing

Through the implementation of Facebook into the Joy Generator activation, participants are most likely going to ‘like’ Cadbury Dairy Milk on Facebook, therefore adding extra momentum and followers to their campaign and Facebook account. The creation of the Cadbury dominoes television advertisement is attracted as the concept is fun and exciting.

campaign and advice what flavour they favour the most

  Facebook post asking followers to participate in their campaign

Direct Marketing

Chocolate lovers were given the opportunity to create their own unique joyful content on social media, by sharing their Cadbury moments with the rest of the world. Cadbury has launched a Facebook page which allows consumers to share their preferred flavours with other Cadbury fanatics.

Sales Promotion

Cadbury has used 2 variations of sales promotion, both in-store sales promotion and out-door sale promotion. Samples of different chocolate flavours were provided to residents of the neighbourhood in a giant domino slab form, from which they could select their favourite flavours. Cadbury also gave the opportunity to purchase the Cadbury Dairy Milk blocks for a reduced price. This form of marketing can be seen as an incentive for customers, especially those who wish to try a new flavor.

Point of Sale promotion at  the checkout

                                                

Promotional offer on all Cadbury Dairy Milk bars in store

Public Relation and publicity

Cadbury is maintaining its relation with public in many different ways, such as through recipes that use their products, promoting their experiential campaigns that were coming up and through building momentum with their followers with questions that prompt them to answer the question “what flavour do you favour?” 

a recipe to try with their peppermint chocolate bar

Cadbury also take feedback and note it down what consumers like the most of their flavor. 

Personal Selling

During their recent campaign ‘the Cadbury Joy Generator’ Cadbury come to the streets of Sydney to allow members of the general public to discover their Cadbury Dairy Milk flavour match. This activation was carried out for 2 days in Sydney and was deemed a success by Cadbury as many people participated in the activation and therefore the message about the various flavours of Cadbury Dairy Milk bars was expressed.

Discovering the cadbury dairy milk flavour match

Target market

Opinion

I have noticed that Cadbury has utilized a number of different marketing mediums including television, outdoor, sales promotion, experiential and social media. Cadbury’s current campaign aims to achieve social conversation about the nation’s flavor presences and “unlocking the joy of trying something different.”