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Mondelēz realises the concept of taste via experiential campaign

Cadbury Dairy Milk Hong Kong has embarked on experiential marketing with a new thematic campaign riding on its branding theme “Choose Your Joy” (開心由你揀).

The campaign leads with a street stunt which has been made into a viral video on social media, co-developed by The Puzzle Marketing and PR.

Last month, the Mondelēz brand took over the iconic Ocean Terminal at Tsim Sha Tsui to give public an “experiment about joy”, hosted by famed local actor Gregory Wong (王宗堯), where passers-by were given a choice between just taking away a Cadbury Dairy Milk chocolate, or unveiling a mysterious booth for more joy.

Inside the veiled booths are different types of musicians and squirrel mascots who, after being uncovered by participants, delivered a music performance for the public at the end of the event.

The video has achieved 537,000 views within three days, together with more than 2,500 likes and shares in one post.

“The campaign aims to show Cadbury Dairy Milk’s wide variety of flavours, which are classified into four textures – smooth (milk), chewy (fruit, nut and picnic), chunky (Cadbury Dairy Milk with Oreo and Timeout) and nutty (hazelnut),” said Katherine Ho, Chocolate brand manager at Mondelēz International.

“In the local interpretation, we apply this ‘choose your joy’ concept into a social experiment where the four textures are represented by different performances accordingly – smoothness is presented by violin, chunkiness by dance, chewiness by a capella group and the nutty texture by squirrel mascots.

“Social experiment is not common in Hong Kong. This campaign inspires audience to ‘step out from comfort zone and choose your own way of joy’.”

The campaign is supported by outdoor execution in MTR.

It rides on the back of Cadbury Dairy Milk’s regional “Choose Your Joy” campaign created by Ogilvy & Mather Kuala Lumpur, adapted by Hogarth & Ogilvy Hong Kong.

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