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.
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.
Client: Mondelez Singapore
Brand: Cadbury Dairy Milk
Media agency: Carat Singapore and Posterscope
Creative agency: Ogilvy & Mather and Canopy Design