2012 Winners & Shortlists

Results and Effectiveness

The campaign achieved what we had been asked to do - win their hearts. Staying true to our brand promise of self-indulgence and building on the passion of these women we encouraged the participants to start their own lines of accessories. •Flake’s market value share increased by 39%. •Brand awareness improved by 46% in Jordan and 10% in Lebanon •Brand consideration up by 5 points in Jordan and by 8 points in Lebanon •36,972 unique visitors to the site •$1,366,484 of free PR in a month •4092 interactions on Facebook.

Creative Execution

We took the static elements from the 30” ad and brought them to life, partnering with Lebanese designer Antoine Kareh to design 5 exclusive yellow dresses inspired by Flake unique texture and invited women from across the region to add on them their own personal touch; We created a dedicated digital site where contestants were invited to either upload their design work or use design tools on the site which would encourage our budding fashion amateurs as opposed to alienate them. The concept was promoted across all consumer touch points driving site interaction. Beyond paid media we leveraged Kareh in PR across TV, print and radio. To end the campaign we created a talk of the town glitzy event; where we brought the 15 finalists designs to life and featured them in a high end fashion show crafted by Antoine Kareh and inspired from Flake.

Insights, Strategy and the Idea

In the Levant region the chocolate market is dominated by one main player, MARS with their leading brand Galaxy. Cadburys Flake on the other hand was losing its sex appeal among female chocolate lovers. Flake needed to up its game and take center stage in both the chocolate portfolio and the hearts of women across the Levant. Globally, Flake is loved by women because it speaks to their seductive, sensual, mysterious side; Women in Levant are known to be Beautiful, elegant, confident and empowered compared to her peers in the Arab region. Combining these consumer insights and brand truths we created a new form of indulgence inspired by Flake Iconic Yellow dress and the fashion forward sexy women of the Levant: “Seduce your Fashion senses with Flake”;