Cadbury Dairy Milk has launched a new campaign aimed at generating discussion about the nation’s flavour preferences.
The launch is led by a series of TV advertisements? where a typical suburban street is taken over to create a visual spectacle with hundreds of blocks of Cadbury flavours (see below).
The campaign includes a series of social and experiential initiatives that challenge people to trial different flavours and make a stand for their favourite. It also includes outdoor activity and digital activations that challenge people to pick their favourite flavour.
To coincide with the launch, Cadbury has refreshed the packaging for all flavoured blocks in the range. Each block now includes ‘joycons’ on the front of the packaging. The joycons include a bus made out of white and milk chocolate for Top Deck, a pink carpet for Turkish Delight and truck full of treats for Rocky Road.
Cadbury head of marketing Steve Chantry said “It’s a joyful celebration of Cadbury Dairy Milk flavours, a call to arms to support your favourite and an invitation to try something new. We need those timid Fruit & Nut devotees to wave their flags, the vivacious Peppermint gadabouts to go crazy and those discerning Hazelnut gourmands to show their friends which flavour should reign supreme.”
As a part of the campaign, limited edition flavours will be offered – Cadbury Cherry Ripe, Cadbury Dairy Milk Picnic, Cadbury Dairy Milk Crackle, Cadbury Dairy Milk Strawberries & Creme and Cadbury Dairy Milk Toffee Brittle.
Cadbury fans will also be invited through social media to create content to be included in TV ads broadcast late Autumn.
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