Mondelez, who has engaged Gemba for many years to assist with their sport and entertainment marketing, tasked Gemba with defining the role of sponsorship for Cadbury and recommending the most appropriate sport and entertainment assets for the next 5 years
Gemba analysed Cadbury’s existing asset portfolio to understand the currently commercial agreements they had in place and how these aligned with the brand’s investment purpose. We then focused on the brand’s core target consumers and using Gemba’s proprietary research identified the territories they’re passionate about and how they engaged with them
We determined that Cadbury’s current portfolio, which was heavily skewed towards sport, was not particularly relevant to its core audiences. Our work highlighted entertainment territories, most notably music and movies, were key passion points worthy of further investigation.
The next phase then set out to identify appropriate assets that were performing well within those two territories. As part of this process, Channel Nine’s reality program The Voice was recommended as a key asset for acquisition
Gemba assisted Cadbury in the scrap and rebuild of its sponsorship portfolio including the divestment of existing assets like the AFL and the acquisition of new partnerships with The Voice and The Australian Olympic Team
Lauren Fildes, Mondelez Strategic Partnerships and Events ANZ commented, “Gemba assisted us in identifying The Voice as a key platform within the entertainment space – where we were able to deliver true through-the-line activation and fantastic results for our business.”