Cadbury to begin social conversation around bizarre flavours amid Vegemite launch

Screen Shot 2015-05-08 at 12.56.22 PMCadbury is hoping to kick start a nationwide conversation on bizarre flavour combinations as it prepares to launch a social campaign surrounding the roll out of its new chocolate bar – dairy milk with Vegemite.

And the campaign, called Choc Plus What, already appears to be working with offering odds on the next combo to be launched – and when Cadbury’s will withdraw the vegemite creation.

The social marketing push will aim to “challenge the perceptions and behaviours of customers”, associate director of marketing Paul Chatfield said.

“The campaign is about inviting customers to join a national flavour conversation and debate and generate excitement around the Cadbury Dairy Milk brand,” he said.

Other flavours set for launch are salted caramel, peanut and pretzel and golden toffee.

“We have significant social media focus with our #chocpluswhat campaign,” Chafield said, adding that chatter on social media was already rife even before Cadbury’s had officially announced the vegemite concoction. is paying $7 for the product to be withdrawn between June 1 and July 31 and $16 if it lasts until June 1 2016.


Social: SapientNitro

PR: Red Agency


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