PromoVeritas Cadbury Inventor Competition

Although Cadbury Dairy Milk is the UK’s most popular chocolate bar, the brand owner, Mondelēz UK recognised that they needed to do something innovative to retain the interest of the under 35’s in the brand.

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Having worked on virtually all Mondelēz UK’s prize promotions since 2012 it was natural that they came to us for advice and support. We helped them develop their marketing agency’s initial ideas for Inventor into a nationwide competition and also helped avoid any of the risks that promotions often pose for big brands such as creating clear Terms & Conditions, determining judging criteria, handling the volume of entries and the risks of negative publicity that often occurs with User Generated Content. People love chocolate, they love to be creative, and also they love to win – so what could be better than a competition to invent a bar of chocolate? We were sure that had a recipe for success. The final mechanic that we devised, required entrants to select from over 50 different ingredients ranging from almonds to yoghurt berry granola. Mathematically this meant there could be over 90,000 possible combinations! In addition the inventors had to give their bar a name and a story or rationale for their choice of ingredients and name. But what made this competition outstanding was the involvement of the nation instead of a distant judge or judging panel to select the winner.

We painstakingly whittled the 309,000 entries down and the three finalists were then invited to the Cadbury Kitchen to gradually bring to life their unique bars of Cadbury Dairy Milk before they hit supermarket shelves.

They were;

Gillian’s Coconutty

Shannon’s Honeycomb & Nuts

Taylor’s Out of the Blueberry

Finally, the bars were mass produced by Cadbury and placed in retail distribution for sale all across the UK. Now the real competition began! Cadbury used a combination of national PR and social media to boost sales of all three bars and their online votes. The last part of our role was to verify that all of the voting data was accurate and to confirm the overall winner, and the nation’s favourite was...Honeycomb & Nuts!

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