Case Studies - Cadbury Product Sampling Ice Cream Van Conversion

Client: Cadbury

Agency: Red Consultancy

Brand: Cadbury Drinking Chocolate

Campaign: Experiential Hot Chocolate sampling campaign (click here for full details)

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

Brief:

• To create a unique, exciting and memorable branded promotional vehicle for use during the Cadbury Hot Chocolate product sampling campaign.

Campaign Description:

• A traditional ice-cream van was stripped out and re-furnished with a new set of internal catering equipment, suitable for high volume sampling of hot milk (required for heating the Cadbury Drinking Chocolate).
• Once re-fitted internally, the vehicle received a full exterior re-spray in Cadbury pantone purple. The range of winter themed illustrations, used in Cadbury’s print media advertisements was carefully replicated, with extensive graphics and slogans across the bodywork of the van.
• To complete the look, the traditional ice cream cone shaped models at the front of the vehicle were replaced with two giant mugs of hot chocolate, in the style of the product shot on the Cadbury packaging.

Results:

• The sampling vehicle was a huge draw at every location visited; it acted like a people magnet, pulling in customers eager to try a sample.
• The high volume catering equipment set up worked exceptionally well, enabling the campaign to achieve the ambitious customer outreach targets of 15,000 hot samples per week.
• The client was so pleased with the activity the initial seven week tour was extended to incorporate additional locations.
• For the full campaign description, please click here.