In the largest brand revamp in over a decade, Cadbury India has transformed its four avatars – roast almond, fruit & nut, crackle and the milk chocolate with more inclusions to enhance its eat experience. Synonymous with chocolate for over 60 years in India, the chocolate brand has taken a cool digital route to help promote them. Beginning with an interactive website to funny animated commercials and mobile games, Cadbury has capitalized on social reach to help consumers make a choice of their favourite flavour, while having fun with them.
The brand has launched the #MyFavDairyMilk campaign inviting consumers to vote for their favourite flavour, as the country is enveloped in the Lok Sabha elections fever. I was glad to see that the Fruit&Nut variant being my favourite, is also the highest voted flavour. The brand is also leveraging social media to engage with the community around the new flavours, while giving away hampers of the same.
The interactive website houses all the details on the campaign starting with the TVCs introduced for each of the avatars to games you can play with each of them and the buzz on social. This ad commercial explains how the new Fruit&Nut got more nuts:
The introduction through social networks has been a grand one too. Cadbury Dairy Milk’s Facebook and Twitter pages began gearing up the chocolate loving community to stay tuned for something new. The new packs were introduced one by one along with the respective TVC through a cover photo that revealed it in jumbled pieces. Meanwhile, fans were incentivized with product hampers to engage by sharing what they would do new using the hashtag #RevealTheNew.
Fans were encouraged to watch the ad videos by asking them questions while the best answers were rewarded. So, while fans answered what the first crackle said to the other or why the almonds catch fire, the brand ensured more views on its ads. One also needed to complete sentences, while changing their DP to their favourite flavour. Soon the website was introduced for the chocolate elections.
On Twitter, the brand hosted a variety of contests around each of the chocolate variants. Every day, a flavour was introduced and fans needed to change their DP with the given flavour image to be eligible for the contests. Simple, fun engagement was created around the hashtag #MyFavDairyMilk, while lucky fans won the chocolate hampers.
Additionally, the website keeps you engaged with fun games designed around each of the flavours. For the full game version, one can play on the Android app available on Google play – Cadbury Dairy Milk World. Interestingly, the app shows magic tricks if you scan a pack using the app. I’m yet to try this one after downloading the app, as the gaming zone has kept me busy.
Enabled with a Facebook login, the app provides you four games for each of the flavours – ‘Drop catch’ for milk chocolate, ‘Beat the heat’ for Roast almond, ‘Crackly chain’ for Crackle and ‘the Perfect pair’ for Fruit&Nut. I chose the perfect pair for my favourite flavour. Here, one has to use the canon to shoot fruits to the top of the ‘&’ icon and nuts to the bottom. The right combination earns you 10 points while the wrong makes you lose 10 points.
While ‘Score’ keeps a track of your score in each of the games, leaderboard featured the high scorers. Using ‘Boosters’ one can increase their score by scanning the pack. You can play multiple times and submit the score when you want or share it on Facebook or other ways. The game too rewards weekly prizes of the chocolate hampers.
Leveraging the elections and multiple engagement platforms
Cadbury Dairy Milk’s campaign has managed a grand debut for the new enhanced variants. By leveraging the election fever in the country, it has brought into focus each of the four candidates with ample campaigning for them. A Facebook powered Android game, fun contests on Facebook and Twitter, individual introduction through little stories for each of them, has helped create and sustain the social buzz.
Giving away chocolate hampers to a chocolate-loving community is a good way to spread the taste. Interestingly, the campaign is also tied with product sales as one needs to scan the pack to boost their score.
Besides, adorable visuals and a neat appealing design coupled with the animated chocolates have also added to make it a memorable campaign on social. I hope you will vote for your favourite flavour and make it win. Do share your views on the campaign, while I continue to play on the mobile game.
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