A self concept for Cadburys. Design of brand, complete marketing strategy, digital campaign, online entertainment. Development of 2 types of multi snacks for consumers of decadence.

1. ENVY ®

2. The Brief
Cadbury is preparing to launch a new product to the market under
the brand ‘Envy’. Envy: I want it Now, will be launched on the 5th
of November (NV) 2013 for the retail industry through different
means of distribution.
The Marketing budget will be spent on an unique digital media
campaign, viral films of nostalgia and facebook competitions.
Together with display adverts on leading sites like irishtimes.ie,
promotional sound bites on the leading radio stations using theme
from song.

3. The Name
Envy has been created in order to reconnect chocolate
consumption to its original association with luxury,
decadence and indulgence.
It’s appeal is broad-ranging, and it has been designed to
attract both genders. Sleek design and classic packaging
are specifically aimed at the consumer who has a taste for
sophistication.

4. The Product & Brand
Chocolate consumption is seasonal and more
associated with cold weather; this influenced the
decision to launch Envy during the winter.
Seasonal chocolate is worth an estimated €85.4m.
Growth rate is expected to reach €100m in 2015. As
the year’s chocolate sales has 4 key markets
(Christmas, Valentine’s Day, Easter and Mothers’
Day), it was decided to launch the new product from
November.
The launch would encompass Christmas, and would
carry over a large marketing mix and positive public
relations, which could be capitalised on for
Valentine’s Day and towards Easter.

5. Envy: The Long Indulgence: A 120mm by 30mm ‘moulded’
multibrand bar. The Envy four-piece promises satisfaction with
lip-licking sensations.

6. Envy: The Square Delight: A 60mm by 60mm ‘moulded’ special-
edition square bar. This exclusive treat, in four mouth-watering
pieces, is nestled neatly in this trendy metal gift-box.

7. Mission, Direction &Objectives:
With Envy, the mission is to introduce a new and daring
product into the confectionery industry, which will continue
Cadbury’s relationship with Fairtrade.
A customer-ordering site – grocery stores/retail ordering
product and POS providing analysis and preference nationally.
A consumer led site – for the public to be in touch with the
brand Envy.
A fan-based promotional site to engage and to encourage the
public to get involved with Cadbury.

8. Loyalty & Awareness:
A Dare to Share Facebook campaign to attain fans of chocolate
and present loyalty to lovers already. Attract more with PPC FB
Ads.

9. Advertising Display:
Advertising Display on key sites to grow brand awareness and
push target audience to campaign on Envy portal.

10. The Digital Wireframe
WWW.ENVY.IE ENVY FACEBOOK
FAN
ENVY FAN PAGE
TIMELINE
ABOUT TAB
INGREDIENTS/RECIPES TAB
COMPETITIONS
PHOTOS/MERCHANDISING
NEWSLETTER SIGN UP
FACEBOOK PROMO

11. Promotions:

12. Nostalgia:
I WANT IT NOW
Everyone knows the theme music from 7-70 year olds.
A 3d site will be concieved displaying 4 shoots labelled E,N,V & Y.
Match the letters with the flavours Milk, Dark, Mint & White and
Veruca Salt will let you know if you are the winner by a facebook
post.

13. The Promotional Activity
In Conjunction with the Digital Campaign, a new
campaign will be launched. Collect all four Ys of
the wrappers and win the special edition ‘Square
Delight’. Each flavoured bar will use a different
font for the ‘Y’ in Envy on the wrapping.

14. Joint Brand Activity
A Luas Art competition, in conjunction with Cadbury, to
design a viral teaser for Envy is planned.
ONLY facebook fans of ENVY can enter.
243,000 people have seen advertisements on the Luas in the
past week. 48% of users are between 15-34 years of age.

15. TheInstore Promotion