After five years of radio silence, Cadbury Picnic had slipped off the radar of younger chocolate bar consumers.
The idea was to get Aussie millennials making a new connection by giving Picnic a chance. So, like any self-respecting millennial would, we got on Tinder.
We also partnered with ‘millennial-whisperers’, Nova Entertainment, who lent us their resident bachelor, Tommy Little, as the official face of the Cadbury Picnic ‘Pick Me’ campaign.
Together we launched Tinder Australia’s very first custom-built interactive video unit. The video featured Tommy Little imploring users not to ‘swipe left’ on Picnic.
0
right swipes on Tinder
0
total millennials reached
0
engagement on Tinder
0
dating stories shared
Challenge
Mondelez International needed to (re)introduce the Picnic brand to millennials and get them interacting with us, as well as breathe new life into its ‘Deliciously Ugly’ brand essence.
Solution
We launched Tinder Australia’s very first custom-built interactive video unit. Their incentive for swiping right? A chance to win an invite to The Cadbury Picnic ‘Pick Me’ Party.
Result
We were able to push the boundaries of FMCG advertising and take our client into a progressive new space, marking the start of a most unexpected new relationship: Tinder and Cadbury Picnic
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