Cadbury has launched a new multi-channel campaign as part of its sponsorship of this year’s series of reality show, The Voice.
The campaign is one of Cadbury’s biggest in recent years and forms one of Cadbury’s biggest moves into the live music and entertainment space.
Lauren Fildes, head of strategic partnerships and events at Cadbury, said the confectionery company was thrilled to partner with a show like The Voice Australia that she says 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 core Cadbury 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,” Fildes said.
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; in-program integration; and video TVCs that will be broadcast throughout each phase of the series.
Cadbury will also launch a cross promotional partnership with Woolworths which will see the rollout 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.
In the digital space, Cadbury will run a ‘Snap Your Selfie’ social media promotion across the series, inviting consumers to snap themselves with their favourite Cadbury bar.
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.
