Cadbury

01
The Brief

E&M Creative Agency’s ethos has been to design practical solutions to suit the needs of the sectors we serve. We are experts in all things marketing, advertising, research, design, printing, branding, digital, experiential, activations, promotions, M&E systems, research and strategy.

Cadbury is a British multinational confectionery company fully owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world after Mars. Mondelez approached us to conceptualize, and design, a TTL Experiential Marketing Campaign/Activation doing a pure wet sampling drive for consumer trial and ins-store consumer emersion activations in the top 32 modern trade stores/supermarkets, 2 weekends (2 days each), 120 total activations for Indulge with Hot Cocoa, Spin digital wheel and Win Campaign.

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
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