Cadbury invites Singaporeans to share moments of fun

To drive affinity and advocacy for the brand, the campaign focuses on sharing and amplifying moments that consumers like to capture and treasure.

It invites Singaporeans to share their 'Shioklaty fun moments', or moments of togetherness and fun the consumers like to share with the world, through a Facebook competition. 'Shiok' is a local slang word for 'cool' or 'fun'.

Winners will be announced at bus shelter posters and MSN using Mediaminds’ Smart Versioning every week. The ‘Shioklaty moments’ campaign is the first FMCG brand to use this Smart Versioning technology in Singapore.

Allan Ticatic, head of marketing of Kraft Foods Singapore, noted that “sharing the joy” is at the core of every Cadbury Dairy Milk initiative, while the ‘Shioklaty moments’ campaign is little moments of joy, inspiration, fun and togetherness that Singaporean consumers feel like sharing with the world. 

“Cadbury Dairy Milk provides the avenue to make this happen,” he said.

Leela Nair, managing director of Mindshare Singapore, said the intention behind the campaign is to expose and share consumers’ precious fun moments whilst creating occasions for them to enjoy chocolate.

“Mindshare and its partners have strategised the entire campaign for social, digital and out of home aspects working together,” she added.