INTRODUCING GEN Z TO THE JOY OF CADBURY
When we heard there was a generation of teens that didn’t know of all the joy Cadbury had to give, we knew there was something we could do.
BRIEF
Gen Z weren’t aware of Cadbury’s selection of countline bars. We needed to remind them that the brand has a big range with something to meet everyone’s tastes. Building on the Obey Your Mouth platform, we had to engage Gen Z with an immersive experience that showed them Cadbury has what their mouth wants.
IDEA
We created the Obey Your Mouth House, giving Gen Z a fun way to explore Double Decker, Wispa, Crunchie, Boost and Twirl.
A two-storey funhouse made of shipping containers, each bar had its own room with a unique challenge that brought to life its personality. Our Gen Z teens could hurl themselves at Double Decker’s human-sized bowling pins, whirl backwards into Twirl’s ball pit, tackle a giant panda in the Wispa room and race their friends in Boost’s space-hopper race. A giant slide took visitors to the Crunchie disco where they could celebrate the Friday Feeling before leaving with a sample.
The experience was fully created and produced in house, and all staff recruited, trained and managed by The Staff Room, BD’s staffing agency.
RESULTS
The Obey Your Mouth House went on a nationwide tour including the summer festival circuit featuring Wireless, V Festival and Glasgow Summer Sessions.
While we await full results, the launch at London’s Southbank certainly set the tone for things to come:
Over 3,000 visitors
32,000 individual samples distributed
300,000+ OTS over Friday to Sunday
50 pieces of PR coverage, including a national piece on the Mirror Online
700,000 reach via UniLad Facebook post
Over 1 million views from a 360 video on Facebook