Cadbury Dairy Milk and Oreo have announce its new friendship with a new campaign via Saatchi & Saatchi Sydney for Cadbury Dairy Milk Oreo.
This significant product innovation will be supported via a phased integrated campaign, themed around the brands' evolving friendship and designed to captivate and drive purchase amongst the sweet-toothed audience.
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At the core of the friendship-focused campaign is an online film,
launching on the Cadbury Facebook page and YouTube. The 80-second
animation imagines our world from the perspective of an Oreo cookie and
Cadbury Dairy Milk chocolate pip as they co-exist with humans and embark
on adventures together. With a playful, positive outlook on life that
brings the product's 'double the yum, double the fun' message to life,
the characters' feelings at any given time are documented via emoticons.
Key
frames from this creative will be repurposed for OOH, placed in
contextual locations that link with the artwork. Online, a media
partnership with Buzzfeed will put its own spin on the friendship theme,
and PR will further drive product messaging.
Then, later this
month, Cadbury will give back to its engaged Facebook community with a
fun competition. Designed to deliver the friendship message in an
authentic way and encourage participation, the month-long activity will
offer consumers the chance to win adventures that the cookie and pip
enjoy in the film. Experiences range from beach activities to a sports
match, with a different prize available each week for four weeks.
Meanwhile, product awareness will be enhanced via two retailer-centric TVCs and high- impact point of sale.
Says
Sarah Stahle, brand manager tablets ANZ at Mondelez Internationa:
"Cadbury Dairy Milk and Oreo are two of our hero brands and we're
delighted to bring them together in this unique offering. The product
landed on-shelf earlier this month and feedback from our Facebook
audience has so far been overwhelmingly positive.
"Saatchi &
Saatchi has perfectly brought the friendship message to life in the
integrated campaign, creating an entertaining and meaningful story
between two of the most nation's loved brands: Cadbury and Oreo."
Title: Cadbury & Oreo
Client: Mondelez
Associate Director Marketing, Chocolate ANZ - Paul Chatfield,
Senior Brand Manager Tablets ANZ - Jenny Gibbs,
Brand Manager Tablets ANZ - Sarah Stahle,
Agency: Saatchi & Saatchi
Executive Creative Director: Mike Spirkovski
Creative Director & Copywriter: Mauricio Alarcon
Art Director: Sian Binder
Agency Executive Producer: Kate Gooden
Managing Partner and Group Account Director: Catherine Harris
Account Director: Nick Cook
Senior Account Manager: Samantha Russo
Planning Director: Alex Speakman
Senior Social Strategist: David Albon
Animation Studio: Buck
Animation Creative Director: Gareth O'Brien
Animation Executive Producer: Erica Ford
Animation Producer: Emily Rickard
Animation Art Director: Lucas Brooking
Head of 3D: Doug Wilkinson
CG Lead: Alex Dingfelder
Animation Director: Alessandro Ceglia
Music: Level Two
Sound Design: Nylon Studios
Media agency: Carat PR: One Green Bean
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