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Cadbury Marvellous Creations Sampling Campaign
Cadbury created a new chocolate bar brand, called Marvellous Creations. The supporting TV campaign created a magical, secret place underground where chocolate is made; a place called Joyville, where everyone is smiling and magical things happen. Our brief was simple, to translate this TVC into an in-store sampling campaign that would deliver a magical experience for both kids and adults! Working with Synergy Brand Experience, we created the most magical sampling stand ever seen on these shores!
The challenge with any sampling campaign is ensuring that the solution is easily transportable in and out of a supermarket by one person and that everything fits into a small hatchback! Our solution needed to deliver magic and it needed to reflect the theme of the TVC, bringing it to life in front of people. This is always hard as we don’t have the magic of camera angles and special effects teams! But, we do have Jacques, the ‘can-do guy’, so if ever there was a brief to deliver magic, Jacques was the right man for the job!!
Brandstand created a Joyville automated sampling machine that dispensed squares of chocolate into a cone that doubled as a coupon that could be redeemed against a purchase. The entire machine could be set up in 30 minutes and was heavily branded to imitate the TVC - it even had brightly coloured pipes seeming to disappear into the ground - where chocolate is made, of course!
Everyone loved the sampling machine. Kids and adults alike queued up for a sample, and to simply pull the leaver that delivered the sample! What they didn't realise was just how hard it was to create a mechanical machine that would deliver a single sample of chocolate in a warm store environment. Unlike other chocolate bars, Marvellous Creations bars don't have uniform squares so each piece is a different size!
In terms of in-store sampling, the challenge doesn’t come any bigger than this! It took 8 weeks to get it right and a significant investment from the client. Was it worth it? Absolutely!
“We knew this was perhaps the most challenging in-store sampling brief we had ever worked on,
but we also knew that the only people who could deliver on it were Brandstand. They’re just so
creative and so experienced at this bespoke type of work. In many ways the solution was an
engineering one, so it was handy that Jacques has an engineering background!”
Chris King, Account Director, Synergy Brand Experience