Getting people to try something new
Sometimes, you need to let your product speak for itself. That means your comms needs to encourage trial. Cadbury launched their new Caramilk chocolate, using social proof to encourage people to give it just one try.
The chocolate category was well-defined and overcrowded with new and old products fighting for attention on retailers' shelves. When launching Caramilk in the UK, Cadbury relied on the bar’s biggest advocates: Australians. Caramilk had launched in Australia before, and locals had even begun petitioning to bring it back. With special OOH builds featuring a real Aussie, and PR and social posts sharing real quotes from real Aussies and influencers, Cadbury’s campaign resulted in 16% penetration, successfully grew the category, and reached 99% of 25–40-year-olds without any TV.
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The work
