Mondelez Singapore has launched a creative out-of-home campaign to drive consumption across the entire range of Cadbury Dairy Milk Chocolate Bars.
Working with Clear Channel, Mondelez hopes this campaign will encourage consumers to explore the different variants in the Cadbury Dairy Milk range. Research by Mondelez showed that snack cravings can be defined by texture, volume, touch and feel of food, irrespective of the taste. Drawing from this information, Cadbury Dairy Milk highlighted four key snacking textures (Chewy, Nutty, Smooth, and Chunky) that can be found in their product range. The four flavors selected for the texture simulation are, Cadbury Dairy Milk Fruit and Nut, Roast Almond, Milk Chocolate and the limited edition flavor, Cashew and Cookies.
To build awareness and allow consumers to experience the key textures present in the range, Cadbury Dairy Milk installed customised bum seats that simulates the chocolate consumption textures. The installation is located at selected bus shelters that feature this creative concept. The texture, look and feel of the bum seats are also specially considered to ensure close resemblance to the chocolate bars.
For example, to communicate the texture “Chewy” the seats are designed to be slightly bouncy, simulating the eating experience. By doing so, it highlights the texture offerings in Cadbury Dairy Milk’s product range and strengthens the brand relevance to consumers’ snacking habits.
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The campaign runs until October 2015 and is also further supported by 100 faces of six-sheet printed posters on Clear Channel’s island wide network for three weeks. The media agency behind the campaign is Carat Singapore and Posterscope while the creative work is executed by Ogilvy & Mather and Canopy Design.
“The execution creates a strong brand presence and the opportunity for the commuter to participate in an entertaining campaign not only builds a strong brand association, it clearly shares the joy that Cadbury conveys," said Kelly Khoo, CEO, Clear Channel Singapore.