Cadbury Dairy Milk launched the new Marvellous Creations chocolates with a cinema campaign. The new Marvellous Creations chocolates, which break the mould with different shaped blocks and out of the ordinary ingredients, were the perfect partner for a cinema activation.
By targeting audiences when they are at their most focused, Cadbury Dairy Milk was able to really drive their brand home. Cinema-goers with a sweet tooth took notice of the new Jelly popping candy, which includes the combination of black forest jellies, popping candy and Astros; and Cookie Gummy Crunch, with biscuit bits, black forest jellies, and blue crisp pieces covered in Cadbury Dairy Milk chocolate.
The Marvellous Creations cinema activation was used to present the new chocolate variants to consumers by creating a fun, family oriented moment sharing activation that spread joy. This activation formed part of an integrated national campaign, which included TVC, cinema advertising, in-store POS, digital, PR and a pop-up store in Sandton City.
The Marvellous Creations traits of spontaneity, surprise and playfulness were the main concepts and driving force that brought the cinema activation to life. The Cadbury Dairy Milk team felt that a night out at the movies was the perfect occasion to portray how Marvellous Creations is a great accompaniment to joyful family times.
While the crowd was watching trailers, the cinema lights came on to reveal a chorus line of usherettes dressed in bright pink and purple outfits standing in the aisle. The usherettes burst into an a cappella performance, during which performers planted in the audience stood up and joined in the singing. The performers encouraged the crowd to look under their seats, where they found complementary Cadbury Dairy Milk Marvellous Creations jelly popping candy bars. The cinema lights dimmed again and while everyone tucked into their chocolate bars, the Marvellous Creations cinema advert was played for the crowd to enjoy.
“This activation was exceptionally exciting and a lot of fun for all the unsuspecting movie goers,” says Lara Tehini, Mondelez SA senior brand manager chocolate. “And our Cadbury Dairy Milk Marvellous Creations bars were very well received and enjoyed by the crowd”.
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