Cadbury to begin social conversation around bizarre flavours amid Vegemite launch
Cadbury 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 Sportsbet.com.au 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.
Sportsbet.com.au is paying $7 for the product to be withdrawn between June 1 and July 31 and $16 if it lasts until June 1 2016.
Credits:
Social: SapientNitro
PR: Red Agency
The conversation should stop at “Don’t bother releasing it”
User ID not verified.
From the same people who brought you iSnack/Cheesybite.
User ID not verified.
Another misguided salvo in the search for relevance. I’m saddened that I can’t pick a date with Sportsbet that the client/agency backslapping will cease and the backstabbing will commence.
User ID not verified.
It’s been inevitable ever since Kraft bought Cadbury’s.
Still doesn’t make it a good idea – for either side.
User ID not verified.
Like the failed iSnack venture. Terrible idea and taste.
User ID not verified.
I can’t be arsed with corporate brands anymore. Is it because I am in media and therefore am an exception to the rule? Probably… Dick Smith’s Ozemite is the ducks nuts!
User ID not verified.
I’d rather they did chocolate and peanut butter.
User ID not verified.
LOOK OVER HERE!
… No… Not at the smaller 200g pack… OVER HERE AT VEGEMITE!
User ID not verified.