Blog: Cadbury plays Cupid in Brazil
Dean Best | 17 June 2009
In London, the subway (locally known, of course, as the Tube) is hardly the place where you would expect to meet the love of your life.
Despite the best efforts of London Mayor Boris Johnson, the Tube is still renowned for being a place for late-night revellers to rest after a night out - and, despite the drinking ban, there remain scores of sightings of surreptitious slurps from clandestine cans of Stella.
However, as with many aspects of life, things are different in Brazil.
This weekend, confectionery giant Cadbury is launching the next stage of its campaign for new gum Trident Fresh. This next stage involves the roulette wheel of romance that is speed dating - and the UK group is using the subway of one of Brazil's largest cities to host the event.
"On Saturday night, 24 men and 24 women will meet on a Porto Alegre subway station to 'date' inside a train," a Cadbury Brasil spokesperson tells us.
"Women will be seated, and men will circulate, changing wagon every time the train stops. The objective is that people know each other promoting "speed datings" with no more than 3 minutes. About 576 'datings' will happen."
The Cadbury Brasil spokesperson said the idea for the speed dating came from one of the ads the company is using to plug Trident Fresh in the new campaign.
It's worth wondering, however, if those that take part in the speed dating will be as glamorous as the actors in the ad.
But, still, this is Brazil we're talking about. Not Brixton.
Back in London, however, Cadbury has been further demonstrating its willingness to push the boundaries of its ads campaigns.
The company is currently running a campaign for its Cadbury Creme Egg Twisted bar and is once again harnessing the power of the public for impact.
The campaign revolves around the premise that Cadbury's Twisted bars are loose in the UK and will attempt to "goo" 16 high profile targets.
Members of the public have been asked to sign up as secret agents of the Cadbury Intelligence Agency (CIA, if you hadn't worked it out) and identify the targets.
In the hope of winning a cash prize, entrants have been filming their chase across the country and posting their efforts on youtube.
As you can imagine the entries have ranged from the peculiar to the outright surreal.
Here is just one.
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