Appointed following a two-way pitch in December by Cadbury Ice Cream licence-holder Fredericks, the consultancy sought to recreate the British seaside through the site, which will be led by a brand ambassador based on a Blackpool donkey. A 360-degree 3D island is central to the functionality of the site, which integrates sound, video and product information.
Known as Cadbury Icecreamland, the three-dimensional model will rotate, allowing visitors to interact with the brand mascot as he moves around the beach. An ’Icecreamscope’ will feature, allowing users to view products through a seaside telescope, and an ice cream van will list product information.
Piers Milburn, design director at The Web Well, explains, ’A retro TV will sit in the sand displaying clips and footage from events throughout the summer.’ The brand character is pictured prior to his ’metamorphosis’, of which Milburn says, ’Think Clark Kent and Superman with fur.’
A broader campaign is anticipated and on Monday Cadbury was understood to be filming on Blackpool beach. Brand growth and character development is planned and the website will be tied to social media campaigns that will roll out over the summer.
Site visitors can upload beach photos, a Great British Beach awards poll will be generated and experiential events will be showcased on the site through external social media. The Cadbury colourway is reflected in the beach environment ’subtly’, Milburn says, ’with the branding of the ice cream van and the balloons drifting in the wind.’
- The website can be found at www.cadburyicecreamland.com from tomorrow
- Cadbury was subject to an £11.4bn takeover from Kraft Foods in February
- A national chain of Cadbury Cafés is planned – a move sanctioned by Kraft Foods, which may see as many as 60 open