Cadbury Dairy Milk is Australia’s biggest and most popular chocolate range. The brand has strong awareness with consumers, however, consumer perceptions had become stagnant and insight showed that consumers were repeatedly defaulting to buying the same flavour in-store every week. An opportunity existed to reignite consumers' love for Cadbury Dairy Milk and encourage consumers to try a new flavour or rediscover a forgotten flavour.

Our task was to create a campaign which would make people think differently about the range and unlock the joy reflex within consumers, encouraging them to rediscover their passion for the brand.

The Flavourism campaign was created to spark a national conversation and bring the flavours to life. Our targeted campaign encouraged flavour-based discussion and reignited media and bloggers’ excitement about the brand. We developed newsworthy angles matched to individual editorial styles and leveraged pop culture by creating opportunities around International Chocolate Day (7 July).

We created a world-first: the Cadbury Joy Generator, a socially-driven flavour-matching vending machine, matching people to a chocolate flavour based on their Facebook likes and interests and dispensing a free block of the flavour that best matches a person’s profile. We activated in Sydney and Melbourne, stimulating flavour conversation and driving earned media and social content.

Sales across the range increased by 10.4% with a 0.7 % increase in market share. We secured 250+ pieces of earned media spanning print, broadcast and online (90% tier one targets). Cumulative reach of 176 million+ while thousands engaged with the campaign via social channels.

The Cadbury Joy Generator analyses Facebook likes and interests including sport, musicians and movies before dispensing a free block of the flavour that best matches a person’s profile. The algorithm was created in partnership with Cadbury chocolate experts. Each personalised recommendation was shared on the person’s Facebook wall.

The app was made available online for all consumers, giving the nation the opportunity to find their flavour match to ignite the flavour debate.

To build further groundswell, we developed targeted editorial angles including chocolate flavour etiquette and illustrating the popularity of flavours in each state which was amplified further via social media. We also leveraged pop culture by creating opportunities around International Chocolate Day (7th July) to generate further discussion around each flavour. We also engaged influencers and those with profile (including TV and radio presenters) to encourage their discussion around the flavour they favour in media and on their social channels.

We secured 250+ pieces of earned media spanning print, broadcast and online with a cumulative reach of 176 million+ with 90%+ earned media in tier one targets. All coverage included key campaign messages.

Major TV segments including The Project, Nine News and Studio 10. News.com.au’s story on flavour matching was shared 11,000+ times with further engagement via News Corp’s social channels, becoming one of their most successful news stories of all time.

5,000+ consumers engaged with the Joy Generator and received their personalised flavour match. 100,000+ footfall across activations in Sydney and Melbourne.

60,000+ views of video content on YouTube and a 4.78 out of 5 viewer rating, above FMCG industry average.

By the end of 2014, sales of Cadbury Dairy Milk’s total flavour range had grown 10.4% and gained 0.7% market share with increases in unit sales for each flavour.