The three-month “Joynormous Surprise” on-pack promotion launches on 1 September and gives 20,000 consumers the chance to win a surprise worth £500 or £10,000.
Andrea Bombrini, Brand Manager for Cadbury chocolate singles told Marketing Week: “People can buy a bar and enter the code on the website using a special mechanic to see if they have won. It’s a bit like a scratch card, to see if they’re a winner.”
The brand is also hoping to capitalise on the current trend for personalisation. Those who win a prize worth £500 will then have to answer a short questionnaire telling the brand what brings them joy in order to receive a personalised prize.
Those who have won a surprise worth £10,000 are contacted by the company’s “joy team”, and will be asked questions about who they are and what they like doing.
“According to their answers, our joy team will put together a surprise to create a unique experience,” Bombrini said.
The promotion will be supported by a £3m campaign, which includes a partnership with Sky, Facebook, YouTube and Channel 4.
These channels will air six targeted 10-second videos created by Fallon, and take a regional media approach.
“We need to talk differently to different audiences,” Bombrini said.
“We will air the ads on different channels, with the surprise matching the topic. For example, the ad on Sky Sport will include a sporty surprise.”
The campaign will also include outdoor advertising, digital activity and point of sale advertising.
The promotion follows on from the brand’s 2013 “Unwrap Gold” campaign, which generated 1 million online entries, drove incremental sales of £9 million and brought 400,000 new shoppers into the category.
As a result, the brand aims to carry on the campaign’s success and capitalise on spreading joy.
“While both campaigns are separate, this campaign is consistent with the brand equity. The ‘joy’ element links directly to our brand mission,” Bombrini said.