Why are we doing this?
Our key objective is to recruit young female adults aged 22 – 35 years into the Cadbury drinking chocolate brand and make it a key part of their hot beverage CONSIDERATION set.
Other objectives include:
- Build brand love
- Drive incremental volumes of Cadbury drinking chocolate through sampling and prizes to be won.
- Reinforce the brand purpose and ignite customers to purchase it.
How will this work?
The campaign through its various execution touch-points will focus on communicating brand purpose (Generous Instincts/Generosity).
- By indulgence (wet sampling in the store) motivating women with prizes that bring joy, hence creating lasting memories. This will reinforce the CDC brand purpose of generosity, giving joy to women, and riding on the generosity of the Christmas season.
- Rewarding Kenyan women with instant prices such as spa vouchers, retail shopping vouchers and magic cups through the spin and win campaign to drive the brand purpose of Generous instincts by giving joy to women hence lasting memories.
Prizes To Be Won
- Spa Vouchers
- Shopping Vouchers
- Magic Cups