Cadbury has announced a partnership with TV talent show The Voice Australia for its current season.
To extend the partnership further, Cadbury has also teamed up with UK singer Jessie J as she fills the coach’s red chair for her debut season in Australia.
Cadbury has taken a headlining sponsorship of the series, putting the brand centre stage in living rooms across Australia. The partnership marks Cadbury’s biggest activity in Australia’s live music and entertainment space in recent years.
“We’re thrilled to partner with a top-rating show like The Voice Australia that has such big consumer appeal and a highly engaged audience,” Cadbury Head of Strategic Partnerships and Events Lauren Fildes said.
“This partnership enables us to encapsulate the essence of Cadbury. We’re all about celebrating and sharing joyful moments. Our sponsorship focuses on celebrating our core Cadbury Dairy Milk flavours and delivering engagement throughout each phase of the show.”
The campaign includes multiple integration points to drive consumer engagement throughout each phase of the show, from the blind auditions through to the grand final. These include product placement, in-program integration, TVCs, digital and in-store activity.
A series of spots will run throughout the series capturing key moments of joy. These include artists celebrating with their families after making it through to the next round in the blinds and battles. In-show billboards will include reference to the core flavour range while the ‘Holding Room’ is fitted out with purple couch and Cadbury vending machine.
TVCs will be broadcast throughout each phase of the series and are designed to drive engagement and experimentation with the Cadbury Dairy Milk range, reigniting a national flavour conversation in a fun and playful way that leverages the iconic nature of the brand.
Cadbury will also run a ‘Snap Your Selfie’ social media promotion across the series, inviting consumers to snap themselves with their favourite Cadbury bar, with winners to receive such prizes as tickets to The Voice Australia grand finale.
A cross-promotional partnership with Woolworths will see the rollout of major point-of-sale activity coupled with a consumer promotion. Large-scale activity will also take place at other key retailers, including independent stores and BIG W.
As part of the sponsorship, Jessie J will be at the forefront of Cadbury’s above-the-line campaign, becoming the face of TVC content and the ‘Snap Your Selfie’ promotion. Consumers will also be given the opportunity to win a meet and greet with the star through Woolworths.