|What Cadbury Learned Spending Half of One Brand's Digital Budget on Snapchat
Some teens weren’t even alive when Cadbury aired its last TV ad for brand Crunchie back in 2000. But recently, the chocolate bar has been all over its spiritual home, Snapchat.
The marketing push is part of Cadbury’s long-term “Obey Your Mouth” campaign, which launched on May 11. Sales of chocolate snacks have been declining, so Cadbury’s aim is to sell its ‘singles’ bars – Wispa, Crunchie, Boost, Double Decker and Twirl – to a new, younger target market.
Of Snapchat’s 100 million active users, about 55 million are in the coveted 16 to 24 age range. According to research firm Canvas8, 40 percent of teens in the U.K. are on the platform.
Because of this, Cadbury has spent half of Crunchie’s digital budget on the Gen Z hub — its top platform after TV and online video. (While Cadbury wouldn’t confirm the total, the budget for its five singles brands is £6 million ($8.7 million), so it’s likely to be a six-figure spend.)
So how did it go? Besides making her team all feel “a little bit older,” Cadbury brand manager Barbora Hrdlickova shared with Digiday some insights from the platform so far.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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