Cadbury Dairy Milk Marvellous Creations New Product Launch
Runaway international success story, Cadbury Dairy Milk Marvellous Creations, launched in South Africa in May 2015. Supported by an integrated marketing campaign this new product launch also offered consumers an experiential journey of fun and flavours at ‘The World of Marvellous Creations’ Pop-Up Store.
Plato Communications amplified the campaign through the implementation of strategic PR tactics and strong media relations, effectively positioning Marvellous Creations as an accessible premium within the Cadbury Dairy Milk stable.
Measured results shows R 2 693 945,00 in AVE (1:1), a 6:1 ROI and Marvellous Creations labeled the biggest innovation launch achieving 6.6% share of the market. The campaign was awarded a Bronze Award in the Media Relations Category at the 2016 Prism Awards
By tapping into consumer insights and disseminating relevant messages through targeted media, Plato Communications effectively helped build the brand association of joyful moments of family sharing.
Celebrities and Media took to Social Media to share news about the arrival of Cadbury Dairy Milk Marvellous Creations. The custom 3D printed puzzles press packs moulded in the shape of this unique chocolate offered hours of family fun.
Cadbury Dairy Milk offered an experiential consumer journey through The World of Marvellous Creations Pop Up Store, which was launched to Media and Influencers in a fun and interactive way.