Cadbury – Dairy Milk Inventor Competition


To encourage the public to go ‘madbury’ over the launch of a new flavour Cadbury Dairy Milk bar, Mondelēz UK ran an inventor competition inviting fans to create their very own dream bar from a huge list of ingredients at the microsite. As well as a new taste, budding inventors had to propose a name and explain what inspired their unique chocolate creation. Three lucky finalists would then have their ideas turned into reality – the 3 unique bars being sold all over the UK and put to a public vote across the internet to determine which flavour was most popular. The lucky inventor of the winning bar of chocolate would then receive the accolade of their bar being sold for another year, plus a year’s supply of their very own signature chocolate.

What we did

PromoVeritas supported Mondelēz UK by moderating and judging all the entries to make sure that the competition was being run fairly and that it complied with the law and the CAP Code. We created a judging guide which became the blueprint of all the phases of the judging process ensuring that each of the 200,000 entries we received were judged equally on two key elements: taste and creativity. We also helped to protect the brand from abuse by identifying potential risks and developing a ‘bad word’ list for moderators to watch out for. PromoVeritas assisted the Mondelēz UK judging panel to oversee the shortlist process and will verify the final winner selection from the 3 semi-finalists.

The PromoVeritas Touch

With 90,000 possible flavour combinations, over 200,000 entries in 24 days and a much-treasured brand in the mix, it was essential that we helped Mondelēz UK run the promotion as smoothly as possible. The three finalists – Choco-latte by Callum from Ireland, Raspberry Shortcake by Melanie from Manchester and Simply the Zest by Neelam from Leeds – were all creations selected without a hitch and they have been delighting the public so far. Danielle Raperport, Account Director at PromoVeritas for Mondelēz International said “It was clear from the start that a promotion as ingenious as Cadbury Inventor would receive a huge amount of interest from the public and we made sure that each entry was judged carefully so that every Cadbury fan got a fair chance to win such a unique prize. We can’t wait to discover which one will be the ultimate winning bar of chocolate!”.