confectionary company Cadbury is testing out its singing voice with the announcement the chocolate brand will team up with Nine’s reality singing show The Voice.
Cadbury will take the headline sponsorship of the series and marks one of the biggest entertainment activations from the iconic purple business in recent years.
As part of the sponsorship, The Voice judge Jessie J will be at the forefront of the campaign, becoming the face of TVC content and the ‘Snap Your Selfie’ promotion, asking fans to take a picture of themselves with their favourite Cadbury bar.
Lauren Fildes, head of strategic partnerships and events at Cadbury, said: “We’re thrilled to partner with a top-rating show like The Voice Australia that has such big consumer appeal and a highly engaged audience. This partnership enables us to encapsulate the essence of Cadbury; we are all about celebrating and sharing joyful moments. Our sponsorship focuses on celebrating our core Cadbury Dairy Milk flavours and delivering engagement throughout each phase of the show. If there’s a flavour you haven’t yet tried, now’s the time to try it!”
Carla Filia, head of marketing – Cadbury, Bars & Bitesize said: “As a brand, Cadbury Dairy Milk exists to ‘free the joy’ for all Australians. Our fans experience joy in discovering new Cadbury Dairy Milk flavours, just as they do in discovering new talent on The Voice Australia. Leveraging this strong insight, the creative territory of “The Joy of Discovery” was born allowing us to create engaging content that is truly integrated into the show. We will be engaging our fans in “The Joy of Discovery” over the next few weeks, delivering a fully integrated marketing campaign leveraging our sponsorship of The Voice Australia.”
Lizzie Young, Nine Entertainment company director of content and brand integration, said: “Cadbury’s message is all about the joy of discovery, something we know only too well, making our partnership a perfect fit. The series captures some fantastic joyful moments and we’ve been delighted to have Cadbury on board to take that to another level. Stay tuned to The Voice Australia in the coming weeks so you don’t miss out on watching these moments unfold.”
Credits:
Mondelēz International: Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize
Mondelēz International: Lauren Fildes, Head of Strategic Partnerships & Events Cadbury
Carat: Natalie Kean, Head of Carat Connect
Nine Entertainment Company: Lizzie Young, Director of Content and Brand Integration
Shine Australia: Lisa Eggar, Commercial Partnerships Director
Saatchi & Saatchi Creative Director: Jon Burden
Saatchi & Saatchi Business Director: Nick Cook
Saatchi & Saatchi Agency Producer: Michael Demosthenous
Production Company: Exit Films
Director: Stuart Bowen
Producer: Jodi Matterson
