Sweet success in Hispanic marketing strategy*
Challenge: Cadbury needed a unique, captivating platform to showcase its portfolio of brands—Dentyne , Trident, Halls, Stride, Sour Patch, and Swedish Fish—in Hispanic markets.
Solution: Make consumers feel as if they are visiting a carnival “fun house” (casa de la risa) where each booth inside offers a different Cadbury brand experience
Results:
- 6 festivals were held in Hispanic markets across the United States
- 30 million samples were given away.
- 3 million visitors passed through the 50’ x 50’ structure.
- Top 5 grocery retailers participated, including Kroger, Fiesta, Publix, Unified Grocers, and King Soopers.
*Work performed with The Vidal Partnership
