Cadbury and mX go “wild” over cherry scented newspaper this Valentine's Day.
Cadbury has seized on the power of newspapers to deliver topical advertising messages with a highly creative approach for its Cherry Ripe brand, aimed at driving purchases around the Valentine’s Day weekend.
On Friday February 12, every page of mX newspapers in Sydney, Melbourne and Brisbane will be scented with ‘Wild Cherry’. In a first for an Australian advertiser in a newspaper, mX will use scented ink to evoke the senses of readers and tempt them to buy a Cherry Ripe for their Valentine on Sunday.
The “Wild Cherry” scented ink is intended to enhance the romance, seduction and fashion messages that have always been at the “heart” of Cherry Ripe advertising, and is another example of how a major brand can realise the creative potential of the newspaper medium.
“Cherry Ripe has been a favourite with Australian consumers for decades, but Cadbury was keen to strengthen its connection to the younger audience and mX was the ideal environment to do this,” Catherine Kealy, Carat Business Manager, said.
“We needed to drive affinity with the younger target audience through stimulating creative”.
“We identified mX as the ideal tactical medium for this campaign around Valentine’s Day in part due to its younger target demographic, but also for the creativity mX could offer. Wild Cherry scented ink was presented as a newspaper-first opportunity for an advertiser, and that was an important consideration for Cadbury,” Kealy said.
The Newspaper Works CEO Tony Hale said that the Wild Cherry scented ink showed how newspapers could offer innovative and effective advertising opportunities for advertisers based around key events.
“This is an example of how newspapers stand out as a great advertising medium for advertisers to use significant dates on the calendar as immediate opportunities to deliver smart, relevant messages in a highly entertaining way,” Hale said.
Other recent examples of major FMCG food brands taking advantage of the power of newspapers for topical ads are Vegemite which ran an Australia Day newspaper campaign, and Oreo, which used newspapers as part of its Christmas advertising push.
We are releasing a series of effectiveness case studies on food advertising in newspapers, demonstrating how hard press can work for food advertisers. The first of these, for Nescafe Greenblend, was released late last year, with the second in the series, for Jalna Yoghourt due for release in coming weeks. Check out our website or subscribe to our newsletter to receive the latest updates.
