Cadbury's Secret Santa Postal Service Displays Are Top-To-Bottom Branding Experiences
To kick of the holiday season, the UK-based chocolate company Cadbury is bringing back its Secret Santa Postal Service with in-person print and displays encouraging people to send chocolate to loved ones.
It's a six-week activation with digital and in-person print displays in bus stops and train stations, promoting people to give away 120,000 chocolate bars through the use of QR codes.
This year, the promotion includes the option to donate 70,000 bars of chocolate to those who, according to the "Jeff the Cadbury Postman" character, deserve a little something sweet this year, according to Adweek.
Additionally, Jeff will pop up at in-person displays all across the UK.
Cadbury did something like this last year, blending print and promotional products through apparel for on-site workers, as well as special branded envelopes for sending chocolate to loved ones, and the purple display itself.
— anna michaelides (@annamichaelides) December 9, 2019
Today in @Victoria_Square we have the @CadburyUK POSTAL SERVICE!! Post two amazing choccy bars to your loved ones in the secret Santa postbox free of charge! What a lovely treat! Find them outside Urban Outfitters 💜 #cadbury #secretsanta #cadburypost pic.twitter.com/VO7wln5Ssz
— Victoria Square (@Victoria_Square) December 4, 2021
It's simple, but it's an effective top-to-bottom branding experience. The signage draws you in, and then once you're speaking with someone from Cadbury and sending your chocolate to a friend or family member, you're further immersed in the branding with the printed envelope and even branded writing instruments for filling out the mailing address.
Now that in-person events like this are safer to execute, these are the kinds of things that people want to check out while they're mulling around town doing some holiday shopping or visiting a new city to look at holiday displays. It's a lot more memorable than just a billboard, and at the end, there's chocolate involved.