MCN and Foxtel in collaboration with Dentsu Aegis’s premium entertainment agency, The Story Lab, have created a new 12-month integration partnership between Cadbury and Foxtel Movies in the two brands’ first ever collaboration
The market-first deal sees Cadbury partner with Foxtel on a new TV package designed specifically for the confectionery company to create connected moments with their brand and all Australian families.
The partnership includes integration into 10 of Foxtel’s multiscreen movie channels including Premiere, Romance, Action, Comedy, Thriller, More Movies and Masterpiece, plus themed pop-up channels during key viewing periods. Cadbury will also have a presence on Foxtel’s On Demand movie offering FoxFlicks.
Commencing this Sunday November 4, the partnership sees a series of six 30-second “epic movie moments” featuring a core family cast. The six seasonal creative pieces were shot exclusively for Cadbury and will be executed across the 12-month partnership period.
In addition to delivering Cadbury’s creative across the Foxtel platform, the campaign will also be supported by themed programming, integrated content, promotions and events.
Foxtel head of sponsorships, advertising sales & brand partnerships, Damian Cleary, said:“This partnership with Cadbury emulates the new direction of Foxtel – Foxtel like never before. True to the values of both organisations, it delivers a mandate of reigniting human connections through the power of film in a fun and relatable way. This is a premium advertising experience for Cadbury that only Foxtel can offer and one that sets a new benchmark for the brand partnership team at Foxtel and MCN.”
MCN group partnership manager Charlie Brown said: “Foxtel’s Movie offering provided Cadbury with the perfect passion point as movies, the nation’s number one pastime, are an experience that can be enjoyed and shared together, just like a block of Cadbury dairy milk chocolate. By customising a package that uses one of Foxtel’s premium assets to deliver Cadbury’s brand objectives, we were able to use the power of integration to better connect the brand with their consumers. The result is an ongoing presence for Cadbury in Australian households over the next 12 months ensuring deep, consistent awareness and, in turn, cut-through for their brand.”
Ross Crowley, Foxtel’s director of content, said, “Foxtel is the premium movie destination for Australians and we are proud to partner with the nation’s most loved chocolate, Cadbury. Our aim is to further enhance the enjoyment of our subscribers with our Movie Pack and we look forward to working with the Cadbury team on this exciting new initiative that is a perfect mix for movies and chocolate lovers.”
The Story Lab national managing director Adriana Colaneri said: “The Story Lab has brought to life a truly market-first partnership, which creatively connects the shared values of two brands in a way that is authentic, engaging and at scale.”
Paul Chatfield, Cadbury/Mondelez International ANZ director of marketing (Chocolate), said,“This partnership is a first for Cadbury in how deeply it is integrated with Foxtel and how broadly it covers the Cadbury portfolio. With the increasing fragmentation of media consumption in Australia, it reflects the need to think differently about how we create deeper connections with our consumers – this will be by shining a light on Australian families and friends sharing their favourite Cadbury chocolate over epic movie moments together.