Departing from the insight that sounds have an impact on our perception of flavour, we commissioned research with a team of neuroscientists, revealing which sound enhances the experience of each bar in the Cadbury Dairy Milk range.
We then partnered with the London Contemporary Orchestra to create the first ever Cadbury music album, designed to make the eating experience of the nine bars ever more joyful. The album was launched at a unique multi-sensory, chocolate tasting experience in London with a 42-piece orchestra performing the tracks live. The album was featured across 53 radio stations, in addition to being brought to life through a Spotify partnership, where users could mix their own flavourites to create a unique track.
· 41M impressions from the Spotify partnership, of which 3M on mobile
· Average dwell time on Spotify to listen to the mixed tracks 00:30 vs. length of full track 00:60