Cadbury has used its social media profiles to launch a new chocolate bar, the Dairy Milk Bubbly.
The chocolate brand announced the new product exclusively on Google+, but the initial release was followed quickly by mentions on Facebook and Twitter.
A post introducing the new product last night said:
Remember this moment: the first time Cadbury revealed a new product on Google+. The delicious new Dairy Milk Bubbly, available with milk or white bubbles, will be the first of many we hope!”
A follow-up this morning revealed that the bar’s wrapper is Blippar enabled, so consumers can access extra content using the augmented reality app. Blippar also worked with Cadbury last year to launch a game surrounding the Spots v Stripes chocolate bar.
Google+ only allows brands to create their own pages three months ago, and this is thought to be the first time the network has been used for a product launch.
Facebook has been used before for product releases for the obvious reason that it allows brands to reach a bigger audience. Cadbury for instance has nearly 78,000 Facebook fans, but only 2,611 people have the brand in their Google+ circles.
Heinz released ‘Tomato Ketchup blended with Balsamic Vinegar’ on Facebook in November last year, a month before releasing it in shops.
Although the launch went awry and a glitch in the e-commerce system meant they had to send out hundreds of free products to angry customers, it made sense to use the brand’s 900,000 Facebook fans to build buzz.
A social media product launch is also relatively cheap – Cadbury’s effort includes a single image of the bar – and can get sales going through word-of-mouth before any money is spent on advertising.
The Dairy Milk Bubbly has already received 516 likes and 181 comments on Facebook, which will probably mean thousands of users have seen it pop up in their news feed as a result.
The Google+ launch will obviously have less of an impact, but Google’s advertising team will be pleased to see that brand’s are beginning to take the social network seriously.