Cadbury team with The Voice Australia and Jessie J

PRESS RELEASE:

Get ready for an almighty joy-filled celebration as two of Australia's biggest brands come together this Winter!Cadburyhas announced a partnership with blockbuster Logie Award-winning reality talent showThe Voice Australiafor its upcoming season, aiming to free the joy through music. To extend the partnership further,Cadburyis also teaming up with award-winning international superstar,Jessie J, as she fills the Coach’s red chair for her debut season in Australia.

Cadburywill take a headline sponsorship of the series, putting the brand centre stage in living rooms across Australia in the coming months. It also marksCadbury'sbiggest activity in Australia's live music and entertainment space in recent years.

Lauren Fildes, Head of Strategic Partnerships and Events atCadbury, said: “We're thrilled to partner with a top-rating show likeThe VoiceAustraliathat has such big consumer appeal and a highly engaged audience. This partnership enables us to encapsulate the essence ofCadbury; we are all about celebrating and sharing joyful moments. Our sponsorship focuses on celebrating our coreCadbury Dairy Milkflavours and delivering engagement throughout each phase of the show. If there’s a flavour you haven’t yet tried, now’s the time to try it!"

The campaign includes multiple integration points to drive consumer engagement throughout each phase of the show, from the famous Blind Auditions through to the Grand Final. These include:

·Product placement:focused on celebrating the core range ofCadbury Dairy Milkflavours.

· In-program integration:series of spots running throughout the series, capturing key moments of joy. These include Artists celebrating with their families after making it through to the next round in the Blinds and Battles, brought to life byCadbury. In-show billboards will include reference to the core flavour range while the Holding Room, where Artists wait with their family and friends prior to taking to the stage, is fitted out with purple couch andCadburyvending machine.

·Video:TVCs will be broadcast throughout each phase of the series. The TVCs are designed to drive engagement and experimentation with theCadbury Dairy Milkrange, re-igniting a national flavour conversation in a fun and playful way that leverages the iconic nature of the brand.

·Digital:Cadburywill run a'Snap Your Selfie'social media promotion across the series, inviting consumers to snap themselves with their favouriteCadburybar.Winners will win money can't buy prizes including tickets toThe Voice AustraliaGrand Finale. More information on how to enter can be found at theCadbury Dairy MilkFacebook page.

· In-store activity: A cross promotional partnership withWoolworthswill see the roll out of major point-of-sale activity coupled with a massive consumer promotion. Large scale activity will also take place in other key retailers including independent stores andBig W.

Cadburyhave also invited, the newest Coach, Jessie J, to share the joy. As part of the sponsorship, Jessie will be at the forefront ofCadbury'sabove-the-line campaign, becoming the face of TVC content and the 'Snap Your Selfie' promotion, asking fans to take a picture of themselves with their favouriteCadburybar.Consumers will also be given the unique and exciting opportunity to win a meet-and-greet with the star through Woolworths.

In the spirit of the campaign, Jessie has joined the flavour conversation and revealedTop Deckis her favourite flavour from theCadbury Dairy Milkrange.

Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize said:“As a brand,Cadbury Dairy Milkexists to ‘free the joy’ for all Australians.Our fans experience joy in discovering newCadbury Dairy Milkflavours, just as they do in discovering new talent onThe Voice Australia. Leveraging this strong insight, the creative territory of “The Joy of Discovery” was born allowing us to create engaging content that is truly integrated into the show.We will be engaging our fans in “The Joy of Discovery” over the next few weeks, delivering a fully integrated marketing campaign leveraging our sponsorship ofThe Voice Australia.”

Lizzie Young, Nine Entertainment Company Director of Content & Brand Integration, said: "Cadbury'smessage is all about the joy of discovery, something we know only too well, making our partnership a perfect fit. The series captures some fantastic joyful moments and we've been delighted to haveCadburyon board to take that to another level. Stay tuned toThe VoiceAustraliain the coming weeks so you don't miss out on watching these moments unfold."

For further information and to join the flavour conversation, visit theCadbury Dairy Milk Facebook page.