Cadbury Partners With The Voice To “Share The Joy”
Cadbury Dairy Milk needed a way to “share the joy” and celebrate its core range of flavours. The brief: reignite a national flavour conversation around its product range in a fun and playful way that leveraged and celebrated the iconic nature of the brand.
As a brand, Cadbury Dairy Milk exists to “free the joy” for all Australians. Based on this proposition, Cadbury saw the perfect partnership in Australia’s No. 1 light entertainment format – The Voice.
A connection was created between The Voice fans experiencing the joy of discovering new Cadbury Dairy Milk flavours and the Coaches discovering new talent on The Voice. This was executed through in-program integration as well as digital, video and in-store integration.
As part of the in-program integration, a feel good, six-part digital content series, “Share the joy”, captured key moments of joy for Artists on The Voice. It was housed on 9Now (then 9Jumpin) and promoted via social media and a series of branded in-show playouts. A related “Snap your Selfie” competition allowed fans to upload photos to 9Now with their favourite Cadbury chocolate bar, recreating The Voice “V” sign.
Coach Jessie J featured in an integrated TVC series promoting their Cadbury Dairy Milk block range. A cross-promotional partnership with Woolworths was made to roll out a major point-of-sale activity, including cutouts of Jessie J and 3D mock-ups of The Voice Coaches’ red chairs, coupled with a consumer promotion to encourage shopper engagement.
Cadbury’s partnership with The Voice put the brand centre stage in living rooms across Australia and marked its biggest activity in Australia’s live music and entertainment space.
- 10.6 million viewers across the series
- 2.77 million unique visitors
- 22.2 million page views
- 900.000 downloads of The Voice app
- 210,866 active app users
- Brand likeability up from 14% to 27%
- Interest in the brand up from 16% to 27%
- Likelihood to purchase increased from 16% to 28%
- Sales of medium-sized chocolate bars increased 19% year-on-year
- Sales of family blocks e up 6% year-on-year