Client: Cadbury; Alan Palmer, marketing director

Client: Cadbury; Alan Palmer, marketing director

Campaign: Exhibition stand at Ideal Home, NEC

Agency: Shelton Fleming Associates

Budget: Undisclosed

The Brief

This was always a simple but demanding brief; create chocolate


The job was for an exhibition stand at the Ideal Home event at

Birmingham’s NEC. Cadbury, which also has its home in Birmingham, wanted

a stand that would reflect the quality and luxury associations of its

chocolates. It was the first time that Cadbury had ventured into

exhibitions as part of its marketing mix. The idea was that the

exhibition stand would create ’the world’s first chocolate supershop’.

Cadbury, which has its Cadbury World theme park in Birmingham, wanted an

eye-catching stand.

The Campaign

Shelton Fleming came up with an exhibition stand that created a

tunnel-like entrance, and sought to be both a fun event and


The entrance was an eye-catching hole that seemed to have been burned

into a giant bar of Dairy Milk. Inside, visitors found a 100-screen

video tunnel and a display featuring 50 years of Cadbury’s advertising,

merchandising and marketing.

A live jazz band, and light and water displays, also featured.

Every visitor to the tunnel was handed a free bar of chocolate. And at

the end of the exhibition stand was a massive chocolate shop with a

display of 9000 chocolate bars.

The Result

The success of this exhibition and campaign can be easily shown by the

clutch of awards it picked up earlier this month at the Marketing

Exhibition Effectiveness Awards. These included the Grand Prix, and Best

First Use of Exhibitions.

A staggering 112,000 people entered the exhibit and people were prepared

to queue to get in. In total, visitors to the stand bought seven tonnes

of chocolate.

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