Facebook digests your chocolate flavour favour

Ever wondered what your social media likes and interests say about you?

Now you can find out, thanks to Australia’s leading chocolate maker, Cadbury. Its new activation unveils world-first technology, giving Australians the opportunity to find out what chocolate flavour they are best matched to, based on their Facebook profile. The activations mark a new chapter in Cadbury’s campaign to celebrate its core flavour range in the Cadbury Dairy Milk portfolio of blocks.

To bring this to life, Red Agency has created the world’s first world’s first flavour-matching Facebook-powered vending machine. The Joy Generator lets users log in to their Facebook profile and receive their personalised flavour match which is automatically dispensed (for free), before taking a snap with their flavour in a social media enabled picture booth.

The Flavour Matcher app built into the machine harnesses Facebook likes and interests across a number of categories. These include popular consumer brands, charities and sporting clubs through to music artists, TV shows, radio stations and movies to develop a match, mapped against Cadbury Dairy Milk flavour profiles.

The app will match consumers’ profiles to one flavour from Cadbury Dairy Milk’s famous range including Milk Chocolate, Hazelnut, Peppermint, Roasted Almond, Fruit & Nut, Rocky Road, Crunchie, Snack, Caramello, Turkish Delight, Top Deck and Black Forest.

Chocolate lovers will be able to find out their flavour match at two two-day events in Sydney and Melbourne. The machine will be accompanied by a large custom-designed Cadbury House which will add further scale to the activation. It will be unveiled at Sydney’s Customs House forecourt on 19 and 20 June from 10am-6pm before moving to Melbourne’s Federation Square on 23 and 24 June from 10am and 6pm across both days.

Rachel White, Principal at Red Agency said, “The Joy Generator vending machineand Flavour Matcher app are exciting world-first technology that links flavour to common likes and interests that people have on their Facebook profiles. This is a unique social experiment designed to spread more joy across the nation and provides a new take on the Cadbury conversation around flavour.”

Cadbury Head of Marketing Ben Wicks said, “Launched in April, our integrated campaign invites Australians on a journey to see, share and participate in the wonderful world of Cadbury Dairy Milk, showcasing the breadth and depth of flavours in therange. The new campaign includes a series of chocolate experiences including new joyful packaging; a TVC bringing joy to a neighbourhood with hundreds of blocks of Cadbury Dairy Milk’s famous flavours; outdoor activity that challenges people to pick their favourite flavour; digital executions that let people pick their favourites; social content, PR and these experiential activations.”

For those that can’t make it to Sydney and Melbourne to try the vending machine in person, the Flavour Matcher app will be available on the Cadbury Dairy Milk Facebook page in the coming weeks. To join the flavour conversation and use the app, head to https://www.facebook.com/CadburyDairyMilkAustralia

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Clemenger BBDO Sydney E-commerce Network Ten Rod Prosser