To encourage the public to go ‘madbury’ over the launch of a new flavour Cadbury Dairy Milk bar, Mondeléz UK ran an inventor competition inviting fans to create their very own dream bar from a huge list of ingredients at the cadburyinventor.com 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 via the internet to 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 Mondeléz UK by moderating and judging all the entires 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 the all 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.
- Age of the 2019 winner
- Possible flavours
- Entries judged
The PromoVeritas Touch
After shortlisting over 200,000 entires down to three delicious chocolate bars, the three finalists were put to the public vote. In the end fans chose Callum Clogher’s Choco-latte bar and it has been in production ever since. In fact, the competition has been so popular that it is now in its third year in the UK and has also run in Norway on Freia bars and across Finland, Denmark, and Sweden on Marabou. 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 and now that the Inventor craze is sweeping across Europe we can’t wait to see what interesting combinations we get to judge! ”