After the successful launch of Cadbury Dairy Milk’s latest innovation Bubbly, we decided to continue the journey of being pioneers of introducing brands no brand could compete with. This time, we literally launched a party.

Cadbury Dairy milk was ready to launch its newest innovation - Marvellous Creations. It is a chocolate bar that can start a party in your mouth with its popping filling.

With its unique molding, Marvellous Creations is filled with Jelly Popping Candy and Cookie Gummy Crunch variants.

Our bars were ready to hit the stores and swipe people off their feet.

With a product so special, our challenge was to launch it in a unique way that resembles its character, and one that drives people to try it and want more of it.

So the challenge was as to how to reach the highest number of people in the most innovative and attractive way.

We turned a simple sampling activation to a one-of-a-kind experience. For the first time, an edible outdoor was created!

Located at the highest of footfall public areas, in Downtown Beirut, we placed almost 1,000 chocolate bars to create an Edible Billboard crafted with the letters of Marvellous Creations. Any passerby could grab a bar and experience the magical popping sensation.

To capture this magical moment, we placed a face analyzer – also a first in-market technology - that detects facial expressions and accordingly describes it using fun statements such as “Marvellous! Keep smiling for the picture”. The machine then dispenses consumers’ first bite experiences to save and share.

We revealed the Edible Outdoor during a special event, and shot an edit capturing peoples’ first-bite experience as well as the overall “marvelous” ambiance, which we promoted on our Social platforms to further enhance our activation.

Influencers flooded the location.

We turned a simple sampling activation to a one-of-a-kind experience. For the first time, an edible outdoor was created!

Located at the highest of footfall public areas, in Downtown Beirut, we placed almost 1,000 chocolate bars to create an Edible Billboard crafted with the letters of Marvellous Creations. Any passerby could grab a bar and experience the magical popping sensation.

To capture this magical moment, we placed a face analyzer – also a first in-market technology - that detects facial expressions and accordingly describes it using fun statements such as “Marvellous! Keep smiling for the picture”. The machine then dispenses consumers’ first bite experiences to save and share.

We revealed the Edible Outdoor during a special event, and shot an edit capturing peoples’ first-bite experience as well as the overall “marvelous” ambiance, which we promoted on our Social platforms to further enhance our activation.

Influencers flooded the location.