NEIGHBOURS AND CADBURY: JASON DONOVAN’S DARKMILK CAMPAIGN
TV REFERENCES FOR IMPACTFUL NOSTALGIC ADVERTISING
BACKGROUND:
Cadbury were launching a completely new type of chocolate for the first time in 20 years. Darkmilk would be targeting an audience looking for a more ‘grown up’ taste, and wanted to find a creative way to engage with that demographic.
THE CALL TO BORN:
Cadbury’s creative agency VCCP developed a script with Jason Donovan making reference to his time in long running Australian TV series Neighbours. Our job was to manage the licensing process with the Rights Holders.
WHERE BORN LICENSING ADDED VALUE:
As Born Licensing are licensing agents for Fremantle, Rights Holders of Neighbours, we negotiated the licensing commercial terms and managed all other aspects of the project from start to finish without charging any clearance fees. We are able to do this thanks to our unique business model and strong appointed agency relationship with Fremantle.
THE APPROVAL PROCESS:
Fremantle, the Licensors of Neighbours, had to review and approval the script, storyboard, edits and final material. Born Licensing managed the entire approval process from start to finish.
THE LAUNCH:
The campaign launched with appearances during Coronation Street, Emmerdale, First Dates, When I Grow Up and of course Neighbours.
THE DIFFERENCE:
Born Licensing managed the licensing of the Neighbours reference in this new Cadbury campaign and did not charge VCCP or Cadbury any clearance fees. Thanks to our unique business model and strong relationships with Fremantle, we were able to provide a full service without any additional overhead, saving money from the budget and helping make the job feasible.
THE EXPERIENCE
Born Licensing managed the entire licensing process from start to finish, negotiation of commercial terms, the contractual process, invoicing, the brand assurance / approval process and everything else that came up relating to the use of the Neighbours reference.
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