Choccy Philly in ‘mad or genius’ taste tests with RPM
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Leading marketing agency RPM is set to support the launch of a new blend of cool creamy Light Philadelphia with delicious Cadbury milk chocolate through a nationwide sampling campaign. In line with the brand’s ATL, the activity will invite consumers to vote for whether they think the flavour is ‘mad’ or ‘genius’.
The aim of the sampling activity is to drive trial and appraisal of the new product, targeting women with families aged 25-44.
The campaign will hit shopping centres and consumer shows throughout March and April, kicking off at Westfield on the 8-11th March, the Ideal Home Show from the 16th March-1st April, Bullring Shopping Centre on the 5-9th April and ending at Meadowhill Shopping Centre from the 12-15th April.
Dom Robertson, managing director of RPM, said of the activity: “We are thrilled to be launching Choccy Philly through a creatively led and interactive sampling experience that directly engages the target market. The consumer shows and shopping centres will provide the high footfall we need in order to introduce the product with as great an impact as possible.”
Gemma Maple, -BM Philadelphia Innovation and Snacks at Kraft Foods, said of the campaign: “As Choccy Philly is an unusual product, we truly see the importance of driving trial and placing it into the hands of the consumer. Launching Choccy Philly through such a large scale sampling campaign will enable us to encourage the public to decide what they think of the flavour and raise as much awareness as possible. The voting mechanic is a great way to involve consumers, and we are excited to see the public’s reaction to such a quirky product.”
