Cadbury’s Freddo focuses on brand entertainment strategy
Cadbury has this week relaunched its Freddo chocolate website as part of the confectionery company’s strategy to become “more like an entertainment brand”.
The site, created by Publicis Mojo Melbourne, first launched in the middle of 2009 featuring animated storytelling, games and activities for young consumers. Shortly after however, it stopped uploading new content reviewed the effectiveness of the site as part of its overall marketing mix.
Last year, following feedback from parents and children, Cadbury briefed Mojo to develop new content for the site which will now be used as a key platform to target Freddo’s young consumers.
The development is also being reflected in the brand’s TV advertising. Where previously it launched product-based TV ads, they now centre around the website – which is unbranded, bar the use of the long-running Freddo character in the games and activities.
Joel Thomson, Publicis Mojo creative director of digital, said:
Freddo was losing ground to Kinder and its toys. Within the category, it’s about product innovation. And while parents may not like Kinder, kids love the toys because it’s about added value.
Without changing the product we wanted to create value, which is what this entertainment channel represents. It’s about creating added value and behaving more like Disney and Nickelodeon and becoming more like an entertainment brand.”
Thomson added that in order to gain credibility with parents, it has launched the TV ads during “shared family viewing times” in the daytime and afternoon. It has omitted Cadbury and Freddo branding from the ads. There are no pointers on Freddo packaging linking the brand to the games website. The site also requires parental consent in order for kids to register.
Credits:
- Joel Thomson – Creative Director
- Aaron Cooper – Executive Producer
- Erik Hay – Creative Lead
- Simon Murray – Illustration Director
- Al Macinnes – Animation Director
- Hugh Campbell – Technical Director
- Lee Mullen – Experience Architect
- Alice Atherton – Strategy/Planning
- Carat – Media agency
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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