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CADBURY PICNIC – IT'S NO PICNIC

INSIGHT

Mango were engaged to come up with a way to stimulate interest in the Cadbury Picnic brand in a fun and interactive way. The concept needed to provide a platform to drive key messages about Cadbury Picnic, the new TVC’s, the launch of the new Cadbury Picnic Roast Almond Feast and bring the physical eat of a Cadbury Picnic bar to life.

IDEA

The Great Picnic Challenge: A custom made giant inflatable obstacle course that brought to life elements of a Picnic Bar.  Challengers queued for their turn to take the Great Picnic Challenge which had them leaping through holes in giant wafer walls, maneuvering around rice bubble pillars, ducking under caramel and climbing over the bumpy chocolate slide to receive a full size Cadbury Picnic bar.  If that wasn’t incentive enough, making it through the course under 30 seconds put them in the draw to win $5,000 to spend on their own Ultimate Challenge.


We took the Giant Picnic Challenge to five key events nationwide and while the challengers struggled though the course, to gain wider reach, we added a promotional team to hand out sample product and drive participation in the Great Picnic Challenge.

IMPACT

Number of challengers    2,013
Number of samples handed out    106,000
Number of people exposed to the brand    241,000

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