Cadbury has launched one of its largest multi-channel campaigns as part of its headline sponsorship with Channel Nine’s reality TV show, The Voice, with the confectionery giant now eyeing more brand tie ups within the music and entertainment field.
Celebrating ‘the joy of discovery’, the campaign is Cadbury’s largest in recent years and 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 of the core range of 13 Cadbury Dairy Milk flavours; in-program integration; instore activations with retailers including Big W and Woolworths; TVCs specific to each phase of the show; and social media.
The Voice celebrity judge, Jessie J, is at the forefront of Cadbury’s above the line campaign, becoming the face of TVC content and the social media promotion, ‘Snap Your Selfie’.
“The Voice is one of the top performing shows in Australia and it’s really all about mass appeal for us and targeting families, but it’s also all about the joy of discovery,” Lauren Fildes, head of strategic partnerships and events, Cadbury, told Inside FMCG.
“There’s a great joy in discovering a new artist that goes on the blind auditions and following their journey through to the grand finale and that’s a really nice link with Cadbury, because there’s great joy in discovering a new flavour or discovering an old favourite.”
Cadbury’s sponsorship strategy over the next four years will be centred around aligning itself with the music and entertainment industry.
“When we were looking at all the sponsorships that we could do in Australia, there was a really nice synergy with The Voice and also Cadbury. The other thing we found through our research over the last 18 months was that our core consumers are really inherently fond of music and movies.
“We have a four year strategy for our sponsorships. From this year onwards it will be inherently around music and movies because that’s where we know the affiliation really is. That’s not to say we wouldn’t look at another sponsorship opportunity if it was appealing to our target consumer, but at a foundation view, we will be going after music and movies forward.”
“We’ve been able to bring [Woolworths] different elements and assets to life in their stores. For example, in their top 100 stores we’ve brought to life The Voice chair that people can sit on and take photos on. We’ve brought to life something you would see on the show, in store, and we’ve also aligned Jessie J with Woolworths. There’s a promotion that has just kicked of in stores this week where you can win a meet and greet and a private performance with Jessie J.”