In particular, Cadbury needed to protect its core chocolate tablets business. The brand had not carried out a major Dairy Milk PR campaign for years. It asked GolinHarris to run a campaign to drive sales. It wanted to use the Joyville concept - an imaginary place where Cadbury 's chocolate is made - which had previously featured in the brand 's advertising.
Campaign Taste – Search for Joyville Taster
PR team GolinHarris
Timescale January-March 2013
• To get consumers to reappraise the taste of Cadbury Dairy Milk
• To reach 45- to 64-year-olds
• To drive sales of Cadbury Dairy Milk, particularly medium-sized tablets
Strategy and plan
GolinHarris conducted research with more than 900 people, including key media targets and chocolate-loving mums.
The strategy was to get the public to define the taste of Dairy Milk. The target was all broadcast channels and national media, particularly SunOnline.
GolinHarris launched a campaign to get the public to create a word to describe the taste of Dairy Milk. The winner would be crowned Joyville Taster.
The campaign was launched by TV presenter Claudia Winkleman at the British Library. More than 50 journalists saw the unveiling of The Great Chocolate Mixionary, a giant chocolate waterfall machine that turned words into chocolate.
Guests were invited to tweet descriptions of the taste of Dairy Milk, which were announced to the packed room by Brian Blessed’s booming voice, before the machine turned them into chocolate.
Bloggers offered their readers literary- themed competitions giving away bespoke books containing a hiding place for a Dairy Milk bar. Some bloggers received more than 1,000 entries in just three days.
Trade outreach amplified the launch of the Taste campaign, alongside digital and social channels with Facebook activity, YouTube takeovers, mobile, SEO and Twitter.
The Joyville recruitment team travelled the country,
Bibliography: 1. Grunig, James E; Hunt, Todd (1984), Managing Public Relations (6th ed.), Orlando, FL: Harcourt Brace Jovanovich 2 3. Rubel, Gina F. (2007), Everyday Public Relations for Lawyers (1st ed.), Doylestown, PA, ISBN 978-0-9801719-0-7 4 9. Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt Brace Jovanovich, 1984), 6e. Public relations is what you do with what you know and what other think about what you say.