CASE STUDY: Cadbury Dairy Milk gives families a Marvellous time
Provided by Blackjack Promotions
Cadbury's two-day sampling drive offers families a free sample of the new Marvellous Rocky Mallow Road chocolate bar.
What was the Challenge / Background of the Campaign?
Cadbury's had just launched its new Marvellous Rocky Mallow Road chocolate bar in September 2015 and was looking to raise awareness of the new product and promote trial.
What was the Solution?
The iconic chocolate brand toured shopping centres across the UK in a two-day sampling drive to offer families a free sample of the new Marvellous Rocky Mallow Road chocolate bar. Brand ambassadors, provided by Blackjack Promotions, were clad in branded Cadbury caps and t-shirts, engaging with shoppers and sharing samples of the new product. The activity was held at Bluewater in Kent, Cabot Circus in Bristol, St. David's in Cardiff, Trafford Centre in Manchester, MetroCentre in Newcastle, Meadowhall in Sheffield., Trinity Leeds and Buchanan Galleries in Glasgow.
What were the Results?
During a busy October half term weekend, shoppers found it hard to resist trying one of Cadbury's latest confectionery innovations.
What were the Key Learnings of this Campaign?
Companies tend to use brand ambassadors to improve the customer experience, particularly in impending 'extreme' situations, such as overcrowding, or to create a festive or fun atmosphere. Experiential teams are experienced at dealing in a polite and engaging manner with the general public and have the ability to get under the skin of the visions and values of a business and present them in the right way in a live setting. For Cadbury's brand ambassadors were able to create a fun atmosphere and engage with busy shoppers by sharing a sample of the product.