CADBURY FLAVOURITES

Proactive Brief:
Cadbury had a problem - people were only buying their favourite bar of Dairy Milk, ignoring the rest of the flavours.

Idea:
To get them to step out of their comfort zone and try something new, I turned to science.

Using 'Sonic Seasoning', I helped compose an album of music that enhanced the flavours of the chocolate.
By altering the pitch and frequency of music, you can alter the taste sensation, ultimately letting people taste the
entire range of Dairy Milk from just a single bar.

- Low pitch complements nutty flavours
- High pitched music complements crunchy texture
- Steady rhythm complements smooth texture
- Mellow sounds complements soft spongy textures
- Up-tempo sounds complements surprising textures that pop and crackle.

To create the mind altering music, Cadbury partnered with the London Contemporary Orchestra and the
neuro-marketing agency Mindlab, combining the personality of each flavour with the science behind Sonic Seasoning.

The finished album was released on Spotify and launched at a sell-out multi-sensory LIVE event in central London.

To continue the conversation on social, Cadbury launched a microsite that let everyone record and share their own
unique flavoured music.

Result:
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

Coverage:
The Metro / The Mirror / Campaign / Female First

Role: 
Creative Strategy & Concept