Cadbury Taps Australian Facebook Users’ Likes, Interests To Determine Ideal Chocolate Flavors

By David Cohen 

CadburyJoyGenerator650Can Facebook users’ likes and interests help determine their ideal chocolate flavors? Cadbury aims to find out, teaming up with Red Agency to launch the Flavour Matcher application on the Cadbury Dairy Milk Facebook page in the coming weeks, as well as the Joy Generator, a vending machine that serves up Facebook users’ ideal flavors after being given access to their profiles.

The Joy Generator also captures photos of users with their free chocolate bars.

The two companies said Flavour Matcher works by mapping users’ interests in categories such as consumer brands, charities, sporting clubs, musical artists, TV shows, radio stations, and movies against flavor profiles, matching them up with flavors including Milk Chocolate, Hazelnut, Peppermint, Roasted Almond, Fruit & Nut, Rocky Road, Crunchie, Snack, Caramello, Turkish Delight, Top Deck, and Black Forest.

Cadbury Head of Marketing Ben Wicks said in a release announcing Flavour Matcher and Joy Generator:

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 flavors in the range. The new campaign includes a series of chocolate experiences, including new joyful packaging; a TV commercial bringing joy to a neighborhood with hundreds of blocks of Cadbury Dairy Milk’s famous flavors; outdoor activity that challenges people to pick their favorite flavor; digital executions that let people pick their favorites; social content; public relations; and these experiential activations.

Red Agency Principal Rachel White added:

The Joy Generator vending machine and Flavour Matcher app are exciting world-first technology that links flavor 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 flavor.

Readers: What do you think your Facebook likes and interests say about your ideal chocolate flavors?