Mondelez – Oreo Dairy Milk
Palentine’s Day
When it comes to flavours, there’s no one better than Mondelez.
So when the global flavour masters brought together two of their best—Cadbury Dairy Milk and Oreo—we knew we had something that would get Canadians excited.
But would media be excited?
Shrinking newsrooms means less coverage of new chocolate bars, even when Mondelez is bringing together their best…
The problem to solve was clear— find a story to make media and influencers care about a new chocolate bar in 2019. The February launch of the Cadbury Dairy Milk bar matched us with our strategy. Yes, we were pitching chocolate, but not for Valentine’s Day.
Instead, we chose a more suitable day for two bests coming together: Palentine’s Day. After all, Valentine’s Day was an old story, but more and more young Canadians were starting to establish new traditions with their best friends on February 13th, the day before Valentine’s Day.
Cadbury Dairy Milk Oreo would help them celebrate with Palentine’s Pallads. Instead of ballads for your beloved, they could share Pallads with their pals. We enlisted a couple of best friends to craft these songs, 2018 winners of CTV’s The Launch, Elijah Woods x Jamie Fine. The ballads were trendy, catchy, and more than pal-latable. But also, customizable. At PalentinesDay.ca, pals could customize their pallad, making certain lyrics were personalized to share with their friend. We even made it so everybody’s newest friend, Alexa, would play them.
The Results
Media and influencers ate it up. We exceeded our media target by 700%. Sixty-eight influencers attended the Pallad release event, sharing 282 pieces of social content.
It was an impactful launch, supporting a massive integrated media campaign.
Did media get excited? You bet. The excitement was… Palpable!
