A sampling campaign to support the launch of Cadbury Coco.
Support the launch of Cadbury Coco via a sampling campaign to generate trial and awareness, whilst building premium brand credentials.
The strategy was to have a multi-faceted campaign where the consumer could escape with Cadbury Coco. This included being lost in the world of the arts with Opera Australia, escaping the daily grind in the Virgin Australia Lounges and having a moment of joy in a supermarket shopping trip.
68,650 in-store samples with 7.3% conversion to purchase
Melbourne Arts Centre 81,819 samples distributed
Sydney Opera House 372,163 samples distributed
Virgin Australia Lounges in Sydney, Melbourne & Brisbane
736,800 samples distributed
Westfield Valet Service 19,200 samples distributed