The Brief

Chocolate sales creation relies on constantly finding ways to engage shoppers and trigger impulse purchase in-store and on-the-go. Cadbury therefore, needed to put aside traditional advertising, and do something that would get shoppers to pick up its staple chocolate, on the spot.

Describe how the promotion developed from concept to implementation

With chocolate as the last thing on any shopping list, the immediate challenge was how to change shoppers' pre-set behavior of only getting what they came for - and nudge them to buy our chocolate too. In a time where social media has rendered words virtually meaningless, we invited people to 'Say it with Chocolate.' Giving them a unique opportunity to say something sincere, for once. And transforming a simple bar of chocolate into a bespoke bar for one special person.

Describe the success of the promotion with both client and consumer including some quantifiable results

Impulse purchase spiked during promotion hours at selected TESCO outlets and office buildings, with many shoppers making bulk buys, and some willing to queue an hour for their chocolate. The campaign will extend to 200 stores across the region, with 20 machines currently in the making.

Explain why the method of promotion was most relevant to the product or service

An old press with movable type was repurposed to print personal messages onto the chocolate bars, without opening the wrapper. A unique imprint technique was used to ensure the messages would be kept 'secret' only to be revealed when the bar was given and unwrapped.