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FMBX News
Posted: May 4, 2011
Cadbury activates Natural Confectionary at the Natural History Museum
To promote a summer collaboration between Cadbury’s The Natural Confectionary Company and The Natural History Museum, agency Don’t Panic ran an experiential event to target the Museum’s guests over the 2nd May Bank Holiday.
The aim of the event, which coincided with the Museum’s Age of the Dinosaur Exhibition, was to bring the ‘Dino Mix’ sweet selection to the forefront of the public’s attention; generating awareness by communicating the brands key differentiator and USP; that the sweets contain ‘no artificial colours or flavours’.
The event ran as a family orientated and fun ‘interruptive’ marketing activity; emphasising the dinosaur connection to families and children, the event included specialist balloonists and face painters – briefed to create dinosaur themed balloons and face paints for the children.
As families queued to enter the museum, Don’t Panic’s brand ambassadors surprised them with product samples and children’s entertainment – all of which generated an unexpected treat for the waiting families and served to build a synergy between the brand and museum.
The location choice was perfect for the brands target audience and the activity had people queuing for most of the day to get their hands on the sweets; Don’t Panic were able to communicate the brand name and message with each sample delivered.
8000 samples were distributed and 16,000 consumer interactions generated.
