It’s no secret that the love parents feel for their children is often described as incomparable to any other kind of love. Parents always want the best for their young ones, and this includes presenting their children with the best reward they can find. With this in mind, the confectionery conglomerate developed Cadbury Dairy Milk in Lickables, a delectable treat made with love aimed at cultivating the parent to child bond.
CLIENT | Mondelez Malaysia
OUR SERVICES
- Creative Drops
- Media Event
- Influencer Engagement
- Press Release
THE BRIEF
To effectively launch Cadbury Dairy Milk in Lickables in Malaysia with a concept that resonates with local consumers and creating platforms to bring the concept to life to generate media and social media visibility.
INSIGHTS
Parents want the best for their kids simply because of love, making Cadbury a trusted, quality product and the perfect brand for parents to show their affection. With this in mind, we came up with an overarching campaign titled #CadburyWithLove and created various platforms to bring this concept to life, aimed at cultivating the parent to child bond.
OUR OBJECTIVES
To effectively launch Cadbury Dairy Milk in Lickables in Malaysia with a concept that resonates with local consumers and creating platforms to bring the concept to life to generate media and social media visibility.
DELIVERY
Creative Drops
Creative drops consisting of nostalgic handicraft items, designed to evoke a sense of childlike wonderment, were delivered to targeted parenting media titles and influencers as a teaser and event invite. This generated a healthy number of social media buzz leading up to the event.
The Launch
The launch event was designed with the idea of parent-child bonding in mind, with fun-filled activities for both parent and child to engage in and spend some much needed quality time. With this in mind, we decided to treat the media and their children to an exclusive food styling workshop with popular food stylist, Samantha Lee, during a Saturday morning activity (for parents, this meant killing two birds with one stone - work and play!).
Upon registration, there were cupcake decorating stations and a Wall of Love where guests could leave messages on. The product was revealed in an interesting and fun fashion with a lifesize Cadbury Dairy Milk in Lickables that was packaged and unveiled in the shape of a present.
The event was hosted by Disney Channel Asia veteran, Azura Zainal, who is very well versed in dealing with anything involving kids. Overall, all our guests got to truly experience Cadbury Dairy Milk in Lickables through #CadburyWithLove.
Influencer Engagement
To further drive the message of parent and child bonding, curated and personalised gift boxes were sent to local celebrity parents, Awal Ashaari and Sazzy Falak, for them to present to their respective children. Their reactions upon receiving and unboxing the gifts were documented and seeded on social media to capture the essence of joy that Cadbury Dairy Milk in Lickables represents.
Press Release
A product press release was sent out with full official product details, on top of product samples for media who were unable to attend the launch event to drive media coverage.
Results
From all our efforts, we got a staggering RM3,674,894 from 61 clippings across print, online and social media for the campaign.
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