Cadbury to celebrate new partnership with The Voice with mega campaign via Saatchis Sydney

UPDATED TO INCLUDE TVCs

Cadbury has announced a partnership with blockbuster Logie Award-winning reality talent show The Voice Australia for its upcoming season, aiming to free the joy through music. To extend the partnership further, Cadbury is also teaming up with award-winning international superstar, Jessie J, as she fills the Coach’s red chair for her debut season in Australia.

VIEW THE FIRST SPOT

VIEW THE SECOND SPOT

Cadbury will take a headline sponsorship of the series, putting the brand centre stage in living rooms across Australia in the coming months. It also marks Cadbury’s biggest activity in Australia’s live music and entertainment space in recent years.

Says Lauren Fildes, head of strategic partnerships and events at Cadbury: “We’re thrilled to partner with a top-rating show like The Voice Australia that has such big consumer appeal and a highly engaged audience. This partnership enables us to encapsulate the essence of Cadbury; we are all about celebrating and sharing joyful moments. Our sponsorship focuses on celebrating our coreCadbury Dairy Milk flavours and delivering engagement throughout each phase of the show. If there’s a flavour you haven’t yet tried, now’s the time to try it.”

The campaign includes multiple integration points to drive consumer engagement throughout each phase of the show, from the famous Blind Auditions through to the Grand Final. These include:

• Product placement: focused on celebrating the core range of Cadbury Dairy Milk flavours.
• In-program integration: series of spots running throughout the series, capturing key moments of joy. These include Artists celebrating with their families after making it through to the next round in the Blinds and Battles, brought to life by Cadbury. In-show billboards will include reference to the core flavour range while the Holding Room, where Artists wait with their family and friends prior to taking to the stage, is fitted out with purple couch and Cadbury vending machine.
• Video: TVCs will be broadcast throughout each phase of the series. The TVCs are designed to drive engagement and experimentation with the Cadbury Dairy Milk range, re-igniting a national flavour conversation in a fun and playful way that leverages the iconic nature of the brand.
• Digital: Cadbury will run a ‘Snap Your Selfie’ social media promotion across the series, inviting consumers to snap themselves with their favourite Cadbury bar. Winners will win money can’t buy prizes including tickets to The Voice Australia Grand Finale. More information on how to enter can be found at the Cadbury Dairy Milk Facebook page.
• In-store activity: A cross promotional partnership with Woolworths will see the roll out of major point-of-sale activity coupled with a massive consumer promotion. Large scale activity will also take place in other key retailers including independent stores and Big W.

Cadbury has also invited, the newest coach, Jessie J, to share the joy. As part of the sponsorship, Jessie will be at the forefront of Cadbury’s above-the-line campaign, becoming the face of TVC content and the ‘Snap Your Selfie’ promotion, asking fans to take a picture of themselves with their favourite Cadbury bar.  Consumers will also be given the unique and exciting opportunity to win a meet-and-greet with the star through Woolworths.

In the spirit of the campaign, Jessie has joined the flavour conversation and revealed Top Deck is her favourite flavour from the Cadbury Dairy Milk range.

Says Carla Filia, head of marketing – Cadbury, bars and bitesize: “As a brand, Cadbury Dairy Milk exists to ‘free the joy’ for all Australians. Our fans experience joy in discovering new Cadbury Dairy Milk flavours, just as they do in discovering new talent on The Voice Australia.  Leveraging this strong insight, the creative territory of “The Joy of Discovery” was born allowing us to create engaging content that is truly integrated into the show.  We will be engaging our fans in “The Joy of Discovery” over the next few weeks, delivering a fully integrated marketing campaign leveraging our sponsorship of The Voice Australia.”

Says Lizzie Young, company director of content & brand Integration, Nine Entertainment: “Cadbury’s message is all about the joy of discovery, something we know only too well, making our partnership a perfect fit. The series captures some fantastic joyful moments and we’ve been delighted to have Cadbury on board to take that to another level. Stay tuned to The Voice Australia in the coming weeks so you don’t miss out on watching these moments unfold.”

Mondelēz International: Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize

Producer: Jodi Matterson