Cadbury 30% Less Sugar Bar

Background

Mondelez ran a prize draw on Facebook and Twitter to promote their new 30% less sugar Cadbury bar. Entrants were invited to watch the video on the social channel and screenshot when they paused on the piece of chocolate. They then had to post their photo within the comment section of the promotional post. All valid entries were entered into a prize draw to win one of 100 Cadbury Dairy Milk 30% less sugar bars.

This was an interesting campaign, which aimed to promote the lower sugar bar with online confectionery lovers, where the international team stated that this bar was “the most significant innovation in the brand’s history”. Maybe this will spur a new line of products which feature similar healthier alternatives within the chocolate and sweet family.

 What we did

PromoVeritas support Mondelez, and their agency, Elvis in advising around the mechanics and how the promotion could be implemented, conducting the data extraction on social media in order to conduct the prize draw. This was handled by our operations team who extracted the raw entry data from both Facebook and Twitter using our extractions software and ensuring that the prize draw was conducted independently in accordance with the ASA CAP Code, where 100 winners were selected. The team were also able to perform a validation process, to ensure that every entry was compliant and contained only the accepted image. Once the bars are released in 2019, our operations team will handle the prize fulfilment ensuring safe delivery when fulfilling chocolate via the postal service.