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CADBURYS DARKMILK

CADBURYS DARKMILK SAMPLING CAMPAIGN

Supporting the launch of Cadburys new Darkmilk, our staff visited 20 cities across the UK throughout April, May and June. Teams of between 12 and 17 staff, reflected the Darkmilk key audience of the slightly more mature and used moments of 80s and 90s nostalgia to connect with target consumers - think mixtapes, Britpop wars, Scott & Charlene and football ‘coming home’… the first time! The tour focused around Take That and The Spice Girls concerts, some of the most anticipated comeback tours ever! For maximum reach, our agile teams targeted train stations, high streets and the concert venues to reward consumers with the chance to try and enjoy Cadburys Darkmilk. Ensuring the perfect sample we managed controlled storage of the product throughout each live day and worked with a logistical partner to supply the samples via 7 depots throughout England, Scotland and Wales.

The Results

430k samples distributed
432 staff shifts
1.5 mil footfall across all live days

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