Cadbury invites Australians to sit on Caramilk billboards and provide real-time reviews


Cadbury has brought the wonderful Caramilk sweet bar to the United Kingdom, following the success of the Caramilk sweet bar in Australia. Cadbury made three announcements in London, Manchester, and Birmingham to carry out the mission: ‘it’s amazing, just ask an Aussie.’

A real Australian will be seated in the centre of the billboard, patiently waiting to educate people about the deliciousness of the candy bar.

They have to be massive supporters of the candy bar and able to sit on the billboard for six hours straight as part of the Australian selection procedure. The OOH is also backed up by actual social media posts from Caramilk’s biggest followers.

Senior brand manager at Cadbury parent company Mondelez, Beatrice Berutti said, “We wanted to do something which naturally channelled the Cadbury Caramilk character, whilst standing out from other new product launches. We were committed to doing something a little bit different, albeit whacky to welcome Caramilk to British shelves, and we’re super excited that our mad plan of pinning a real, live Aussie was pulled off.”

Cadbury has excitedly urged customers to read live evaluations from those who have sampled the candy bar first during the time of online scrutinises and blind-purchasing. When it comes to persuasion, mouth publicity is quite effective.


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