Australia: Cadbury unveils “Flavour Matcher” Facebook campaign
As part of a new social media campaign oriented around consumers’ flavour preferences, Cadbury Australia has unveiled its new “Flavour Matcher” app and associated promotional activities.
According to Food Magazine, Flavour Matcher uses Facebook likes and interests in categories from popular consumer brands, charities and sporting clubs to music artists, TV shows, radio stations and movies to “match” consumers to different Cadbury Dairy Milk flavour profiles.
As part of the campaign, Cadbury has also created a novelty vending machine called the “Joy Generator” which dispenses a free chocolate bar according to the consumer’s “profile” by linking with the Flavour Matcher app. The machine is being unveiled in Sydney over a two-day period before moving on to a site in Melbourne.
Commenting on the new campaign, Cadbury Head of Marketing Ben Wicks said, “The Joy Generator and Flavour Matcher app are exciting world-first technologies that use insights from our research team to link flavour to likes and interests on people’s Facebook profiles. It’s a unique social experiment and we’re looking forward to getting the nation involved in the coming weeks and finding out which flavour matches come out on top!”
Source: Food Magazine