Cadbury and Red Agency have unveiled the world’s first flavour-matching Facebook-powered vending machine, The Joy Generator, which gives Aussies the opportunity to find out what chocolate flavour they are best matched to, based on their Facebook profile.
The activations mark a new chapter in Cadbury’s campaign to celebrate its core flavour range in the Cadbury Dairy Milk portfolio of blocks.
The Joy Generator lets users log in to their Facebook profile and receive their personalised flavour match which is automatically dispensed (for free), before taking a snap with their flavour in a social media enabled picture booth. The Facebook app will be available soon via Cadbury’s Facebook page.
The Flavour Matcher app built into the machine harnesses Facebook likes and interests across a number of categories. These include popular consumer brands, charities and sporting clubs through to music artists, TV shows, radio stations and movies to develop a match, mapped against Cadbury Dairy Milk flavour profiles.
The app matches consumers’ profiles to one flavour from Cadbury Dairy Milk’s famous range including Milk Chocolate, Hazelnut, Peppermint, Roasted Almond, Fruit & Nut, Rocky Road, Crunchie, Snack, Caramello, Turkish Delight, Top Deck and Black Forest.
Says Rachel White, principal at Red Agency “The Joy Generator vending machine and Flavour Matcher app are exciting world-first technology that links flavour to common likes and interests that people have on their Facebook profiles. This is a unique social experiment designed to spread more joy across the nation and provides a new take on the Cadbury conversation around flavour.”
Says Ben Wicks, Cadbury head of marketing: “Launched in April, our integrated campaign invites Australians on a journey to see, share and participate in the wonderful world of Cadbury Dairy Milk, showcasing the breadth and depth of flavours in the range. The new campaign includes a series of chocolate experiences including new joyful packaging; a TVC bringing joy to a neighbourhood with hundreds of blocks of Cadbury Dairy Milk’s famous flavours; outdoor activity that challenges people to pick their favourite flavour; digital executions that let people pick their favourites; social content, PR and these experiential activations.”