Completing the brand's four-month search for a new representative, the new Cadbury Milk Tray Man was revealed to be firefighter Patrick McBride. An adventurous and dramatic first delivery saw McBride take to a powerboat on the River Thames to present contest winner Claire Smith with the inaugural tray of chocolates. Once the speedboat arrived at the proper dock, McBride was transferred into a car and driven to Smith's home.
The initiative was a multi-channel event, with agencies RPM, PHD, Elvis, Golin and Gravity Road all collaborating to bring the promotion to life.
The over-the-top publicity stunt is one of many that have taken place on the River Thames recently, with promotions from brands like Airbnb, eBay and the Tourism Board of Croatia setting intriguing activations afloat.
Branded Powerboat Promotions
The New Cadbury Milk Tray Man Was Revealed in a Powerboat Stunt
Trend Themes
1. Over-the-top Publicity Stunts - Brands can leverage extravagant and attention-grabbing publicity stunts to generate buzz and engage consumers in unique ways.
2. Multi-channel Collaborations - Collaborating with multiple agencies can create a cohesive and immersive brand experience across various marketing channels.
3. River Thames Activations - The River Thames has become a popular location for brands to launch innovative and memorable promotional campaigns.
Industry Implications
1. Confectionery - Confectionery companies can use extravagant and dramatic events like powerboat stunts to create excitement and promote their products in a memorable way.
2. Marketing and Advertising - By collaborating with various agencies and utilizing multiple marketing channels, companies can create impactful and buzz-worthy campaigns that capture consumer attention.
3. Hospitality and Travel - The successful river-based activations from brands like Airbnb, eBay, and the Tourism Board of Croatia demonstrate the potential for creativity and innovation in promoting travel destinations and experiences.