Cadbury launches new campaign around The Voice sponsorship using Jessie J as ambassador

Major chocolate brand Cadbury is has launched a new ad campaign built around its sponsorship of Nine singing reality contest The Voice.

The campaign sees Cadbury invite new The Voice judge/coach, Jessie J, to “share the joy”, bringing her on as a brand ambassador.

As part of the sponsorship, the pop singer will front Cadbury’s above-the-line campaign, becoming the face of TV ads and a ‘Snap Your Selfie’ promotion, asking fans to take a picture of themselves with their favourite Cadbury bar.  

In new ad campaign, Jessie join starts a conversation with consumers about her favourite flavours revealing Top Deck is the one she likes best.

Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize said: “As a brand, Cadbury Dairy Milk exists to ‘free the joy’ for all Australians. Our fans experience joy in discovering new Cadbury Dairy Milk flavours, just as they do in discovering new talent on The Voice Australia.

“Leveraging this strong insight, the creative territory of ‘The Joy of Discovery’ was born allowing us to create engaging content that is truly integrated into the show.  We will be engaging our fans in ‘The Joy of Discovery’ over the next few weeks, delivering a fully integrated marketing campaign leveraging our sponsorship of The Voice Australia.”

Lizzie Young, Nine Entertainment Company Director of Content & Brand Integration, said: “Cadbury’s message is all about the joy of discovery, something we know only too well, making our partnership a perfect fit. The series captures some fantastic joyful moments and we’ve been delighted to have Cadbury on board to take that to another level. Stay tuned to The Voice Australia in the coming weeks so you don’t miss out on watching these moments unfold.”

Consumers will also be given the unique and exciting opportunity to win a meet-and-greet with the star through Woolworths.

Other ads in the campaign:

Mondelēz International: Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize
Saatchi & Saatchi Creative Director: Jon Burden
Saatchi & Saatchi Business Director: Nick Cook
Saatchi & Saatchi Agency Producer: Michael Demosthenous
Production Company: Exit Films
Director: Stuart Bowen
Producer: Jodi Matterson


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