Ad Nut
Oct 2, 2015

Cadbury's new OOH campaign lets you test out chocolate textures with your bum

Mondelez Singapore and Clear Channel have collaborated on a new OOH campaign that seeks to encourage consumers to explore the different variants in the Cadbury Dairy Milk range.

Cadbury's new OOH campaign lets you test out chocolate textures with your bum

It appears research shows that snack cravings can be defined by texture, volume, touch and feel of food, irrespective of the taste. Four key snacking textures (“Chewy”, “Nutty”, “Smooth”, and “Chunky”) were highlighted and four flavours selected for texture simulation.

This translates to fancy bus shelter seats – in three locations around Singapore –featuring cushions that look like chocolates and give you different sensations depending on which one you sit on.


What would your posterior prefer? 

Ad Nut is appreciative of any attempt to incorporate more of the five human senses to a brand experience but wonders if this will actually translate to more chocolate bars being sold.

Ad Nut believes it will certainly live up to the brand’s own description of it being a fun and entertaining campaign, but consumers may not “choose the joy” they had in mind.

For those in Singapore keen to have their bums enlightened, the campaign runs for two months until the end of October and can be experienced at: B07 Victoria Street, B03 Robinson Road and B01 Penang Road.


CREDITS:

Client: Mondelez Singapore

Brand: Cadbury Dairy Milk

Media agency: Carat Singapore and Posterscope
Creative agency: Ogilvy & Mather and Canopy Design

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