Other than great sporting rivalry, Australia isn’t known for giving the UK too much in the way of real value. I mean like real value.

When you really think about it, we could probably do without budgie smugglers, couldn't we? But then came Caramilfi. Yes it’s from Cadbury, a British brand, but it first launched down under.

And it didn't just launch over there, Australians went bonkers for it (like totally nuts). So we decided to build our UK campaign with nothing more, or less, than a large dollop of Australian advocacy. Taking that ‘loud Aussie’ tone that we all know, remember and love (sometimes), and applying it to build stand out cut-through, distinction and sales.

This is a story of how we made Caramilk the most successful new product launch in Cadbury history, simply by using another accent. We showed that consumer advocacy does not need to be an afterthought, 5stars on the end of an ad or testimonial fighting for space on a poster, but something powerful enough to unlock huge creative...