cadbury caramik ask an aussie

We launched Cadbury’s Caramilk "Just Ask An Aussie" campaign with a social-first speakeasy pop-up in East London, creating an award-winning, immersive experience that generated significant organic content and rave reviews.

Challenge

Content creation was a priority but with this audience, authenticity is key. How would we ensure we were hitting the right balance?

Insight & Strategy

Our audience loves being in the know with the latest hot spots, so we’d deliver exactly that in the form of a mysterious speakeasy in a cool East London location.

Solution

Bringing a bit of Aussie magic to East London - we celebrated the wonderful world of Cadbury's Caramilk in the form of a speakeasy bar offering a bespoke menu of sweet treats and surprises. Guests entered via a secret purple phone box into a fantastical purple and gold world of Caramilk where they were guided by immersive theatre and our Aussie hosts through a journey of innovative chocolate-caramel desserts.

Impact

The experience landed an award for the “Best Social Video Campaign” at the European Video Awards. The pop-up itself was a big hit, generating tonnes of organic content and heaps of amazing feedback from consumers and content creators alike: "This chocolate tastes absolutely amazing. The dessert menu was to die for!" "Being transported from a telephone box into the store in that way was genius!"

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