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Projects Cadbury Dairy Milk

Cadbury Dairy Milk

The new old school.

Are you classic or contemporary? More of a James Brown or a James Bay? Cadbury’s wanted to promote both their Modern and Classic flavours so we found a way to praise the merits of both with a phased integrated campaign.

During the first phase, we used a series of audio spots to encourage listeners to sign up to an event hosted by Marvin from JLS. Marvin had carefully curated a playlist with ten modern and ten classic tracks, which were presented on an interactive microsite as a custom playlist. As users explored the tracks they could preview 30 seconds of each, while exploring the event information and signing up for a chance to participate.

Having let our audience experience the best of both, we began phase two; introducing Cadbury’s Modern and Classic flavours and pairing them with the most appropriate tracks. By using a profile analyser, which examined an albums release date, we were able to determine if a listener preferred to listen to more modern or classic music. Each user was then presented with a new playlist to match their taste, along with a showcase of complementary Cadbury’s flavours.

Cadbury’s Modern and Classic flavours

We were able to determine if a listener preferred to listen to more modern or classic music. Each user was then presented with a new playlist to match their taste, along with a showcase of complementary Cadbury’s flavours.

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