The success of Jom Cadbury in 2018 resulted in the decision to introduce a second limited-edition flavour - Cadbury Dairy Milk Durian in 2019 and the opportunity to launch the campaign was even bigger and better than before.
The campaign’s achievements were attributed to our approach in answering the brief, and giving it various media legs to bring it to life in a cohesive and impactful manner, as evidenced by the results yielded.
CLIENT | Mondelēz Malaysia
OUR SERVICES
- Communications Strategy
- Creative Content Collaboration
- Event Conceptualisation & Management
- Influencer Engagement
- Media & Public Relations
THE BRIEF
In 2018, Cadbury introduced its campaign to Celebrate The Flavours of Malaysia by introducing Cadbury Dairy Milk Kopi C - its first ever localised limited-edition flavour made exclusively for the Malaysian market, to create the association between the brand and the Malaysian way of life. While Cadbury had been in Malaysia for many years, and enjoyed by Malaysians of all races, it was not something that was perceived as Malaysian and still seen as a foreign brand.
The success of Jom Cadbury in 2018 resulted in the decision to introduce a second limited-edition flavour - Cadbury Dairy Milk Durian in 2019. We were tasked to launch the campaign even bigger and better than before with its latest limited edition flavour during the campaign period (i.e., August - September 2019).
OUR CHALLENGES
With the return of the Celebrating Flavours of Malaysia campaign in Malaysia for its second year with a new localised flavour while maintaining the collaboration with Datuk Lat, the challenges we faced were:
1.
How do we elevate the success of the campaign in 2019?
2.
How do we stand out from the clutter of all other Malaysian flavoured products?
3.
How do we maximise usage of the collaboration with Datuk Lat and his artwork?
OUR OBJECTIVES
To further establish Cadbury Dairy Milk as a brand that is quintessentially Malaysian by leveraging on the launch of a new localised flavour and their collaboration with iconic Malaysian cartoonist, Datuk Lat.
OUR STRATEGY
We revised our strategy for the second year of the Celebrating Flavours of Malaysia campaign to amplify the talkability about the new limited edition Durian flavour by:
Spotlighting the new Durian flavour and its significance to Malaysians and ease away from focus on the collaboration with Datuk Lat.
Announcing the new flavour from the get-go to get media, influencer and consumers intrigued about the unconventional combination of Durian and Cadbury
Maximised collaboration and assets by bringing Datuk Lat’s “dusun’” artworks to life with a larger-than-life Dusun In The City for media and consumers
THE IDEA
Celebrating The Flavours of Malaysia
We further enforced the association of Cadbury with Malaysia during the National Day and Malaysia Day period to encourage Malaysians to #JomCadbury.
DELIVERY
Event Conceptualisation: Dusun In The City
Leveraging on the new limited edition Cadbury Dairy Milk Durian, we conceptualised an event that kicks off with a private session for invited media and influencers before opening up to the public with an experience that replicates the journey of a road trip to a durian farm - an experience that many Malaysians have shared with their families and friends with the intention of spending quality time with each other while savouring the exquisite taste of the King of Fruits.
This simulated outing aimed to evoke the sense of familiarity and intimacy of family gatherings that we grew up with, and was Cadbury Dairy Milk’s gift to Malaysians to facilitate quality moments with friends and family.
The weekend-long event themed “Dusun In The City” was held in Sunway Pyramid from 16-18 August, featuring a familiar dusun-setting and nostalgic childhood games such as spinning top, and Durian bowling – a twist on the traditional boling kelapa or coconut bowling – to allow Malaysians to reminisce and relive a truly Malaysian experience.
Creative Collaboration with Datuk Lat
We reached out to iconic Malaysian cartoonist, Datuk Lat for the second year for an exclusive collaboration to create illustrations for the packaging to further establish Cadbury as part of the Malaysian way of life.
Datuk Lat was briefed to create illustrations that focused on the durian flavour He came up with the drawings spotlighted Lat the Kampung Boy himself in a “dusun” setting in 3 different scenarios - a community working harmoniously to build a bridge, a durian feast and Lat and Epit planting a durian tree together.
Apart from the actual packaging of the chocolate bars, the illustrations were also used across:
Media Engagement
In an effort to get media excited about the new Cadbury Dairy Milk Durian and invite them to the launch event, we arranged visits to selected media houses with a Cadbury truck filled with durian!
Media staff were overjoyed with the personalised visit and this helped secure RSVPs to our launch event and generate pre-event hype.
Influencer Engagement: #JomCadburyChallenge
To drive social media buzz for the campaign, we engaged Malaysian social media influencers across various cultural backgrounds to initiate the #JomCadburyChallenge that showcased how they celebrated the flavours of Malaysia in their own ways to highlight the new localised flavour and seed the #JomCadbury hashtag.
An estimated 170 social media posts were garnered from the campaign hashtag - #JomCadburyChallenge
Product Seeding
We also sent out the limited edition gift box to targeted media titles & influencers who were unable to attend the event to continue seeding the #JomCadbury hashtag.
RESULT
PR VALUE
RM2,493,881
from 1 August 2019 to 30 September 2019
EVENT FOOTFALL
est. 300,000
across 3-day Dusun In The City event
IMPRESSION
3,821,901
organic media and social media impressions
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE
In conjunction with the launch of Magnum Macadamia Salted Caramel in Malaysia, Magnum has teamed up with three local M-bassadors – Amelia Henderson, Azira Shafinaz and Kittie Yiyi – to bring true pleasure to life in the form of a majestic Magnum Mansion.