14 July 2014
Chelsey Palmer, Account Executive

The recipe for successful marketing...

Chocolate

Here at the Westgate offices, we’re partial to a bit of chocolate every now and then – perhaps the understatement of the century(!) – but it’s not just the chocolate we admire. Cadbury, for example, is a company that is impressing us both in its PR and its marketing activity, particularly with its new product launches. So, what better subject matter for my latest blog…?

Since it became part of Kraft, Cadbury has been leading the way with a variety of exciting new products and campaigns. It has also increasingly become a brand that consumers are consistently engaging with, particularly socially. One way it has achieved this so successfully is through its fantastic #Freethejoy campaign.

Over the past few months, the Cadbury team has been organising various stunts across the capital. One of these events saw chocolatiers  create hand-sculpted footwear for a pop-up, boutique-style, shoe shop in London’s Covent Garden. Together with popular fashionista, Myleene Klass, this ambitious and clever stunt provided direct interaction with customers within the shop and also encouraged consumers to promote the shop along with the Cadbury products on Twitter, using the hashtag #Freethejoy. This event, along with others, including many giveaways at popular London venues and even a street-wide sing-along with James Cordon who graced the streets of London singing Estelle’s ‘Free’, all came together to make the campaign such a real phenomenon. 

Cadbury #Freethejoy campaign has now reached millions of Twitter followers and continues to be one of the most popular hashtags on Twitter. Gorkana reports that, in fact, this campaign has made Cadbury one of the top three brands ever to be retweeted and #Freethejoy is the third most used hashtag ever! Hats off to Cadbury! We’re very impressed!

And, while we’re on the subject of chocolate, we thought we would share with everyone our thoughts on a selection of Cadbury’s latest products – we’ve tried them all! At the top of the list is Cadbury’s Chocolate with Tiffin – scrummy! Next comes the Marvellous Creations Jelly Popping Candy Shells, quickly followed by the Marvellous Mix-Ups with Oreo cookies; for us – the perfect combination! The least favourite has to be the Cadbury Banana Crunch. Not much was thought of this around the Westgate offices and there’s even a couple of pieces still left in our biscuit barrel – unheard of!



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