This significant product innovation will be supported via a phased integrated campaign, themed around the brands’ evolving friendship and designed to captivate and drive purchase amongst the sweet-toothed audience.
At the core of the friendship-focused campaign is an online film, launching on the Cadbury Facebook page and YouTube. The 80-second animation imagines our world from the perspective of an Oreo cookie and Cadbury Dairy Milk chocolate pip as they co-exist with humans and embark on adventures together. With a playful, positive outlook on life that brings the product’s ‘double the yum, double the fun’ message to life, the characters’ feelings at any given time are documented via emoticons.
Key frames from this creative will be repurposed for OOH, placed in contextual locations that link with the artwork. Online, a media partnership with Buzzfeed will put its own spin on the friendship theme, and PR will further drive product messaging.
Then, later this month, Cadbury will give back to its engaged Facebook community with a fun competition. Designed to deliver the friendship message in an authentic way and encourage participation, the month-long activity will offer consumers the chance to win adventures that the cookie and pip enjoy in the film. Experiences range from beach activities to a sports match, with a different prize available each week for four weeks.
Meanwhile, product awareness will be enhanced via two retailer-centric TVCs and high- impact point of sale.
Says Sarah Stahle, brand manager tablets ANZ at Mondelez International: “Cadbury Dairy Milk and Oreo are two of our hero brands and we’re delighted to bring them together in this unique offering. The product landed on-shelf earlier this month and feedback from our Facebook audience has so far been overwhelmingly positive. Saatchi & Saatchi has perfectly brought the friendship message to life in the integrated campaign, creating an entertaining and meaningful story between two of the most nation’s loved brands: Cadbury and Oreo.”