Cadbury Trebor Bassett plans to play fairy godmother to consumers by attempting to make their wishes come true.
In the latest phase of activity from CTB to celebrate the centenary of its Dairy Milk brand, the chocolate giant has launched an off-pack competition called the Happiness Factory.
With the strapline ‘You dream it, we make it’, the Happiness Factory is giving consumers the chance to win their dream prize - however strange it may be.
Mike Tipping, head of customer relations at CTB, said the competition was designed to build an emotional attachment to the Dairy Milk brand. He described it as a “quest to find out what makes people happy”.
From April 25, consumers can put forward their dream prize, either by posting a special response coupon or by going online.
Winners will be selected by an independent panel, which Tipping said would be looking for the most creative ideas.
A £1.5m advertising campaign, starting on April 25 across the national press, radio and Coronation Street credits, will include CTB’s own suggestions on what consumers could ask for.
These include having a private taxi, swimming with sharks, going heli-skiing or even getting Irish singer Damian Rice to pen a personal love song for them.
As part of the campaign, a Happiness Factory-branded bus will be touring various cities across England between April 26 and May 7 as a mobile competition entry point, allowing consumers to enter their dreams online.
The mobile competition bus will also hand out 60,000 samples of Cadbury Highlights and Dairy Milk products.
The competition will run for four weeks.
Stefan Chomka