Cadbury asks ‘What flavour do you favour?’ in new campaign via Saatchi & Saatchi, Sydney

Cadbury Dairy Milk has launched a major new campaign via Saatchi & Saatchi Sydney, aimed at generating a spirited discussion about the nation’s flavour preferences and unlocking the joy of trying something different.

The launch is lead by a series of TV spots shot by leading director Michael Gracey, taking over a typical suburban street to create a visual spectacle, bringing joy to a neighbourhood with hundreds of blocks of Cadbury Dairy Milk’s famous flavours. The campaign marks an evolution for the brand and is the first to build off the success of Welcome to Joyville, bringing the joy of Cadbury Dairy Milk into the real world.

VIEW THE SPOT

The new campaign will bring all of the flavours in the Cadbury Dairy Milk range to life and remind people there is a flavour for everyone. Over the coming months the celebrations will continue to build with a series of social and experiential initiatives that challenge people to trial different flavours and make a stand for their favourite. The campaign includes outdoor activity that challenges people to pick their favourite flavour and digital activations that allow people to pick their favourites. The communications activity will be amplified further across print, on-pack and PR.

The new TVC features a neighbourhood being surprised by a giant domino rally made up of all Cadbury Dairy Milk flavours, appearing overnight on their doorsteps, before they begin toppling over one after each other. Joy and mayhem ensue as thousands of blocks of chocolate spill out into the street into the grateful arms of onlooking residents who get stuck into grabbing their favourite flavours.

To coincide with the launch of the new flavours and flavour celebration, Cadbury has refreshed the packaging for all flavoured blocks in the range. Each block now includes new fun, playful and uplifting ‘joycons’ on the front of the packaging, designed to celebrate each different flavour and increase visibility at shelf and tempt consumers to try out new flavour experiences. The joycons include a bus made out of white and milk chocolate for Top Deck, a pink carpet for Turkish Delight and truck full of treats for Rocky Road.

Says Steve Chantry, Cadbury head of marketing: “It’s a joyful celebration of Cadbury Dairy Milk flavours, a call to arms to support your favourite and an invitation to try something new. We need those timid Fruit & Nut devotees to wave their flags, the vivacious Peppermint gadabouts to go crazy and those discerning Hazelnut gourmands to show their friends which flavour should reign supreme.”   

To mark Cadbury’s flavour celebration, five exciting and delicious new limited edition flavours will join the Cadbury stable and appear on supermarket shelves in the coming weeks – Cadbury Cherry Ripe, Cadbury Dairy Milk Picnic, Cadbury Dairy Milk Crackle, Cadbury Dairy Milk Strawberries & Creme and Cadbury Dairy Milk Toffee Brittle.

To support a fun and spirited exchange of flavour preferences, a flavour favourite experience will soon be launched on Cadbury Dairy Milk’s Facebook page, which forms part of Cadbury’s greater focus on digital marketing activity. The flavour favourite experience will kick off in late May and will allow chocolate lovers to broadcast their preference in a unique way. This will be followed by a major experiential activity in June.

Cadbury Dairy Milk fans will also be given a unique opportunity to curate their own joyful content on social media that brings to life the unique personalities of flavours and flavour lovers. This content will be included in TV ads to broadcast later this autumn. More details will be announced shortly.

Says Chantry: “Our campaign will invite everyone on a journey to see, share and participate in the wonderful world of Cadbury Dairy Milk, introducing the true breadth and depth of all flavours in the range. We will be concocting a series of chocolate experiences in the coming months, including creating flavour matching social campaigns, personalised content and flavour competitions, which will be complemented with our new joyful packaging also hitting shelves at launch. Watch this space as we’ll be creating a purple revolution in the coming weeks that will truly free the joy among all Australians.”

Creative: Saatchi & Saatchi Sydney

Post-House: Blackbird