RPM activates Cadbury’s search for a Dairy Milk taster
Posted by
Cadbury launched a search for its first ever dedicated chocolate taster as part of £7m Cadbury Dairy Milk campaign 22nd February, 2013.
As part of its latest drive to remind consumers why they love the taste of the nation’s favourite chocolate, Cadbury Dairy Milk is seeking its first ever “Honorary Cadbury Taster”. Through a PR, digital and sampling campaign spearheaded by Claudia Winkleman and Brian Blessed, consumers are being asked to invent a new word to define the great taste of Cadbury Dairy Milk, with the creator of the best word being appointed to the newly created role.
Brand behaviour marketing agency, RPM, is supporting the initiative with nationwide sampling activity that recreates Cadbury’s magical Joyville world through live canvas billboards hiding costumed actors intent on ‘recruiting’ the Honorary Cadbury Taster.
The sampling tour, which runs for five weeks from 25th February 2013 across train stations, major shopping centres, Vue cinemas and service stations, encourages passersby to savour Cadbury Dairy Milk, think about its great taste and then submit their descriptive word online for a chance to become the next Joyville taster.
The role has a sweet benefits package, including the opportunity to design a truly unique Cadbury Dairy Milk bar, an exclusive first taste of all new Cadbury chocolate before it hits the shelves, as well as a plentiful supply of Cadbury Dairy Milk.
Claudia kick-started the search for the taster on Thursday (February 21) by submitting her word to The Great Chocolate Mixionary, a machine that turns people’s descriptions of the taste of Cadbury Dairy Milk into a giant, chocolatey waterfall of words. The Great Chocolate Mixionary is on display at Cadbury World from 23rd February – 2nd March.
This new initiative follows on from the launch of the latest Cadbury Dairy Milk advertising campaign earlier this month. Claire Low, marketing manager for Cadbury Dairy Milk says: “We’re the nation’s favourite chocolate bar and people all over the country have been enjoying the taste of Cadbury Dairy Milk for over a century. This new campaign is about reminding the public about why this iconic taste has stood the test of time and to really get them thinking about why Dairy Milk is the chocolate they just couldn’t live without.”
Claudia Winkleman commented: “I’ve grown up loving the creamy taste of Cadbury Dairy Milk – I think everyone has! The real challenge here is describing that familiar deliciousness beyond the word ‘Mmmmm’. The best bit is even if you don’t land the Honorary Cadbury Taster role, you’ll have a lot of fun trying!”
Words can be submitted to the virtual Great Chocolate Mixionary at cadburydairymilk.co.uk from 23rd February – 1st April 2013. They can also be submitted at @DairyMilk by including the hash tag #JoyvilleTaster.
The PR campaign is being carried out by GolinHarris with the digital activation created by Hyper Naked.
