Confectionary giant Cadbury has decided sponsorships and partnerships are the way forward in the next few years.
Recently announcing a new sponsorship of Channel Nine’s singing talent show The Voice, Lauren Fildes, strategic partnerships and events manager at Mondelez Australia, Cadbury’s parent company, told B&T it was an area the chocolate company is expanding into.
“Sponsorship is definitely one of the key pillars of Cadbury moving forward,” she said. “We’ve got a plan over the next five years around sponsorship and it’s really solely centred around music and entertainment.
“We’ve worked out that key sponsorships increase what we’re doing from an equity point of view. We also think there’s a really nice balance between that and tapping into what’s relevant for consumers at the moment.
“Sponsorships also enable us to leverage activities with our customers,” she added, such as placing the big red chairs from The Voice in various Woolworths supermarkets.
As part of the campaign Cadbury has created eight new TVCs featuring The Voice judge Jessie J and her improvisation about which flavour to pick. Check out some of them below, and the rest at the end of the article.
There’s a heap of talent shows out there that fall into the music and entertainment segment though, however Fildes said The Voice was the perfect show for them.
“The really great thing about The Voice and Cadbury is they talk to the same things,” she said. “It encapsulates the joy of discovery and that’s what Cadbury is all about. The joy of discovering a new artist, as in The Voice, but also the joy of discovering a great flavour that you might have forgotten about.”
The sponsorship of The Voice and the campaign surrounding the talent show is one of the biggest, “if not the biggest” campaign Cadbury has ever done, although Fildes wouldn’t be drawn into what other partnerships the chocolate brand had in the pipeline.
“There’s nothing that I can share,” laughed Fildes. “I will say our marketing team and research and development team are always looking forward to discovering what flavours they might put in a block [of chocolate].
“But we will always keep on innovating with our chocolate and we feel Cadbury’s absolutely the brand to do that.” However, Fildes did tease B&T with a quip there may be something happening with dark chocolate at some point…
And just for the record, Fildes’ favourite chocolate flavour is the classic Dairy Milk. Can’t go wrong with that.
“I could just easily eat a whole block of Cadbury,” she said. “And I did, watching the first episode of The Voice.”
Mondelēz International: Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize
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