Twitter went into meltdown when Cadbury launched its #ChocPlusWhat campaign, giving choccie fans the chance to choose what they’d like to pair chocolate with.
The Mondelez brand launched its vegemite and chocolate combination as an extension of the campaign, which had people either salivating at the mouth or faux barfing at the sheer thought.
While looking back it’s clear the campaign garnered a lot of attention, Paul Chatfield, category head of chocolate from Mondelez said the engagement was off the charts.
“We never could have dreamed of such great engagement!” he told B&T, adding the campaign, which was created and managed by Carat and SapientNitro, went beyond just suggestions and ended up with four new limited edition flavours of chocolate.
And when people even started parodying the campaign, suggesting #chocpluscatfood and #chocpluscement, instead of feeling out of control, Chatfield said it boosted the team’s confidence.
“We knew we had a highly engaged audience but to see the abundance of flavour ideas contributed by our consumers was really exciting and pleasing,” he added.
“People, and even other brands, creating their own content to join in on the conversation was incredibly exciting and gave us confidence that we had launched a strong and engaging brand campaign.”
The biggest challenge for the campaign was making sure the Vegemite and chocolate combo didn’t overshadow the rest of the campaign.
“We wanted it to further amplify, rather than take over our #ChocPlusWhat flavour conversation,” said Chatfield.
“Based on the positive responses and amount of interactions surrounding the other three new flavours, combined with the success of Cadbury Dairy Milk with Vegemite in helping drive our #ChocPlusWhat conversation, we feel we were able to successfully navigate this challenge.”
And Twitter was the one of the best places for the campaign to run, believed Chatfield, due to its speedy uptake.
“Before we wanted to push our own messages we wanted to open up the floor to our consumers – the nature of Twitter allowed us to participate in real, two-way conversations that we could re-engage in upon the announcement of our four new flavours.”