Case Studies

Cadbury Dairy Milk Triplets TV Commercial Launch

In July 2014 Cadbury Dairy Milk launched the joyous ‘Triplets’ TV commercial, introducing three animated siblings in their mothers’ womb, singing the song “Joy (we are family)” by South African acapella group The Soil.

Plato Communications was tasked to implement an effective Consumer PR Campaign to gain relevant media coverage with key objectives of growing thje Cadbury Dairy Milk social media fan base and increasing brand affinity within a new market segment. This was achieved by asking consumers to help name the Triplets from the TV Commercial, which resulted in the compilation of South Africa’s first baby naming book.

This effective campaign successfully amplified the launch of the CDM Triplets TVC and engaged consumers in the ‘Naming the Triplets’ campaign. The campaign had social media abuzz with love for the joyous trio, growing the CDM Facebook following from 35 000 followers to over 350 000 in the first 3 months of the campaign. Using effective PR tactics Plato achieved R 1 871 343 in AVE (1:1) brand media coverage resulting in an ROI of 6:1.

The campaign received two Special Mentions in the Social Media and Consumer PR categories at the 2015 Prism Awards.

It was a privilege to service Mondelez, Cadbury Dairy Milk and the cheerful trio and to help create a spontaneous release of joy, while capturing the hearts and souls of the nation.

After a nationwide search, the Cadbury Dairy Milk’s Triplets names are revealed.

Media Launch for the ‘Little Book of Joy’, South Africa’s first baby naming book.

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