'Satisfying experiences' – including a bubble wrap carpet – key to Cadbury’s latest campaign
Cadbury Dairy Milk has brought to life a plethora of “intensely satisfying experiences” as part of its new Taste Like This Feels campaign, which kicked off with a bubble wrap-popping event on the weekend (31 March-3 April).
Other experiences on the cards include a claw machine rigged to work more often than the usual unreliable arcade installation, in order to give consumers the satisfaction of winning. The game will be activated both online and offline.
The first activity in the series – a carpet of bubble wrap - was launched in Westfield London. Shoppers were invited to remove their shoes and experience the small human pleasure of squeezing plastic pockets of air on an engorged scale. Samples of Dairy Milk were also handed out at the activation and ‘joyful’ music was played’.
Cadbury
Devised by Fallon and produced in a four weeks by RPM, the latest Cadbury experience engaged a total of 190,000 consumers. The brand team filmed the activity for its social channels, using a first-person perspective to help people “really imagine the popping of the bubbles in front of them, even if they weren't able to get there themselves,” according to assistant brand manager Carly Sharpe.
“The experience allowed people to evoke the wonderful feeling of intense satisfaction you get from popping bubble wrap and dramatised the joyful sensation that comes from tasting the classic Cadbury Dairy Milk,” she added.
The live activity coincided with the airing of Cadbury’s new TV ad on 2 April. The spot features a real itchy grizzly bear trying to scratch his back on a tree to 'That's the Way I Like It' by KC & The Sunshine Band.
The wider Taste Like This Feels campaign will also span PR, digital and social.