Case Studies - Cadbury Drinking Chocolate Experiential Sampling

Client: Cadbury

Agency: Red Consultancy

Brand: Cadbury Drinking Chocolate

Campaign: The Cadbury Happy Winter, Nationwide Drinking Chocolate Sampling Campaign

Video: Click here to see a video report about this campaign

Brief:

• To increase brand awareness, prompt trials and drive sales for Cadbury Drinking Chocolate, through the execution of a winter themed high-impact experimental sampling campaign.

Campaign Description:

• A high impact, experiential sampling event area was created and toured across major cities in the UK, comprising of an ice cream van converted into a Cadbury themed branded serving area, winter themed props including a giant woolly hat (complete with furry floor and functional fire place), furry deck chairs, snow-men and an oversized Cadbury Drinking Chocolate tub shaped table.
• The team communicated high impact brand messages and visual elements that helped increase consumer knowledge and convey the PR message that despite the cold weather, Cadbury Drinking Chocolate is one part of winter that everyone can enjoy.
• The sampling tour started with a press shoot at Fistral Beach in Newquay, where it attracted many members of the national press and members of the public as it was unusual to have Happy Winter theme props on the beach such as surfers and a snow machine which boosted media coverage, before heading off on the six city tour schedule.
• To add to the winter cheer, there was a competition implemented throughout each day of activity, with was mini competition prizes handed out each day, which included woolly hats, scarves and also small 250g tubs of Cadbury Drinking Chocolate.

Locations:

• The tour visited six major cities in the UK, Leeds, Manchester, Cardiff, Glasgow, Birmingham and London targeting Shopping Centres, Offices, and Supermarket Car Parks.
• In each of the targeted cities, local office areas and business areas were visited where the high-calibre staff gave out Cadburys Hot Chocolate samples to the working professionals inside and around the business districts.

Branding:

• The promotional staff wore branded clothing which included body warmers and chunky knit hats and scarves. They all looked very attractive and professional, adding a friendly, informal tone to the event area, while still subtly communicating the core brand message.
• The activity was brought to life using an interactive, winter themed brand experience, comprising of a converted ice cream van, branded serving area and a range of fun, winter themed props such as a giant woolly hat prop, furry deck chairs, snow-men and oversized Cadbury Drinking Chocolate tub shaped tables.
• The Cadburys Sampling area included:

     Converted Ice Cream Van:

• Fully wrapped with brand colours, logos, slogans and key messages.
• Kitted out with 3 X 30 litre thermostatic urns for heating and serving hot milk

     Branded Tasting Area:

• 1 X Branded giant sized tub shaped table, plus outdoor heating, outdoor lighting.
• Additional roaming jet pack sampling to add extra serving capacity.
• A branded gazebo for coverage of customer sampling area & equipment.

     Winter Themeing:

• 1 X 6 ft woolly effect bobble hat, hollow polystyrene & resin, in Cadbury colours.
• Mix of winter themed props, including 2 X snowmen and 10 X giant snowflakes.
• 3 X Furry deck chairs, traditional style, with purple furry rugs draped over.
• Outdoor display graphics to communicate brand proposition and imagery.
• Snow machine to cover event area in realistic snow (at the Winter Beach Event).

Results:

• In total there were 90,000 samples of Cadburys Hot Chocolate given out and 105,000 information leaflets given out to members of the public.
• The Team received a high volume of positive responses from customers who tasted the hot chocolate and this was reflected in the number of samples that were made on each of the days resulting in many customers intending to purchase some.
• Customers commented that it was nice to have someone promoting a campaign perfect for the weather and bringing smiles to everyone’s faces in the freezing temperatures.
• The giant bobble hat acted like a magnet in attracting families to the event area, giving young children and adults a safe, warm and fun place to climb into and enjoy their sample.
• The customer engagement team communicated the core brand messages with each sample served which helped to increase the level of consumer knowledge as well as conveying the message that, despite the cold weather, Cadbury Drinking Chocolate is one part of winter that everyone can enjoy.
• Customers were pleased with their samples and some comments made by customers trying the hot chocolate were:
  • “Lovely, especially when the cream, marshmallows and chocolate melt in your mouth!”
• “Just what I need in these weather conditions, thanks and happy new year!”
•  “That’s the best hot chocolate I’ve ever had”.
•  “Cadburys is the UK’s number 1 hot chocolate, me, my friends and family love it”.

For further details on the promotional sampling vehicle conversion, click here.