Q &A with Cadbury
Brand manager for Cadbury Dairy Milk, Kraft Foods Ireland, Aideen Murphy speaks to ShelfLife about the plans for this iconic brand for the year ahead
Print19 October 2011
Aideen Murphy Brand manager, Cadbury Dairy Milk, Kraft Foods Ireland
Aideen Murphy Brand manager, Cadbury Dairy Milk, Kraft Foods Ireland
What’s the big news this year for Cadbury Dairy Milk?
The big news this year is the ‘Taste’ campaign, which is actually the biggest ever Irish integrated marketing campaign for the Cadbury Dairy Milk brand. Kraft Foods is investing €2 million in the campaign which has been designed specifically for Ireland, where Cadbury Dairy Milk is the nation’s favourite chocolate (AC Nielsen MarketTrack MAT 26/06/11). The centerpiece of the campaign is the bespoke Irish-made TV creative, supported by digital and social media (including a brand new Cadbury Dairy Milk app), high-impact and targeted outdoor, PR, sampling and sales promotion channels.
Does this represent a unique marketing strategy just for Ireland?
The ad itself focuses on the magically delicious taste of Cadbury Dairy Milk, with beautiful flowing chocolate in HD. This specific focus on taste is due to the fact that Cadbury Dairy Milk is the most popular chocolate in Ireland because of its unique taste. The campaign, therefore, celebrates this special connection between chocolate-loving and Cadbury Dairy Milk, and the joy of that delicious taste. Like previous campaigns, the TV ad has a classic hit as a sound track – Steve Miller’s ‘Abracadabra’ – highlighting fun and the brand’s iconic status.
Is CDM taking part in The Apprentice again this year?
Yes, but I’m afraid this year’s ‘Cadbury Dairy Milk Task’ is top secret until after the show airs. All I can say is it promises to be just as exciting as previous shows, so don’t forget to tune in to TV3 on 7 November!
So this has been a successful association for CDM?
We’re very happy with our partnership with The Apprentice. It’s a great show and has an average viewership of over half a million people in Ireland, so its impact as a vehicle for the Cadbury Dairy Milk brand has been very, very strong. The promotional campaigns around the show – such as the Irish-themed wrapper design competition in 2009, and Cadbury Spots V Stripes ‘Boardroom Battle’ in 2010 – have attracted tens of thousands of consumers at a time to participate. So in terms of consumer engagement it has been an outstanding success.
What are the other highlights of the ‘Taste’ campaign?
We conducted a direct mailing campaign which was the first of its kind for a confectionery brand in Ireland. Firty thousand households (especially targeting female chocolate lovers) received a special delivery of a delicious bar of Cadbury Dairy Milk chocolate, along with details of our Facebook competition, our first ever Cadbury Dairy Milk app in Ireland, and special offers available in their local Spar.
How effective can a Facebook app be for your brand?
We have high expectations for our ‘Share a Square’ app! It’s an exciting venture for Cadbury Dairy Milk, allowing Facebook fans to ‘share’ virtual squares of chocolate with their friends. Once they have collected eight squares, they can redeem a voucher for a real bar of Cadbury Dairy Milk at their local Centra store for the duration of the promotional period. As one of the key themes of the campaign is about sharing the joy of Cadbury Dairy Milk, this app is the perfect conduit for that message.
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