Cadbury, in collaboration with VCCP London has unveiled a new integrated campaign to introduce its latest indulgent creation, the Cadbury Dairy Milk &More bar.
Cadbury Dairy Milk &More is innovative, with bigger chunks and more combinations of delicious flavours than ever before, available in two flavours, Cadbury Dairy Milk &More Nutty Praline Crisp and Cadbury Dairy Milk & More Caramel Nut Crunch. The idea behind the campaign is to celebrate the bar鈥檚 depth by showcasing the distracting power of the &More bar鈥檚 fillings, proudly celebrating that 鈥渢here鈥檚 a lot to take in鈥.
Central to the campaign is an out of home activation: a series of 鈥檇istracted鈥 ads. Within the poster, the eye-catching Dairy Milk &More bar grabs the attention of 鈥榥eighbouring鈥 ads, the people featured within each can鈥檛 help but stare.
As part of the activation, Cadbury has involved real independent businesses for the surrounding 鈥榙istracted鈥 ads, providing each with a valuable spotlight and complimentary advertising. Each ad features genuine individuals closely affiliated with these businesses. This initiative, as well as highlighting the brand鈥檚 generosity, underscores Cadbury's commitment to nurturing creativity and supporting the community.
With media planning and buying led by Publicis Media, each poster is strategically placed at some of London鈥檚 most prominent digital sites including Euston and Waterloo, as well as flyposting locations up and down the country going live on 17th June.
The OOH also plays on the theme of distraction, using contextual ads strategically placed in key locations such as bus stops and airports, reminding people that they should really be getting on their bus or picking up their luggage rather than staring at the &More chunk.
In addition to the out of home campaign, VCCP鈥檚 global content creation studio, Girl&Bear, collaborated with award-winning director Tom Speers and SMUGGLER to bring two 20鈥 films, crafted to be funny, sharp and for the message to land in a short space of time. One film depicts a gamer so entranced by the &More bar that he abandons his team, while the other portrays a mother so absorbed by the chocolate that her teenage daughter is left waiting outside in the rain.
The campaign will run in the UK and Ireland from June 3rd to July 31st, with a second phase in September. The campaign will be featured across BVOD, CTV, Cinema, YouTube, digital and paper OOH, flyposters, and social media, in an aim to ensure broad and diverse reach for the new product.
Girl&Bear managed the entirety of the campaign, from TV campaign to OOH, and PR has been managed by Ogilvy.
Maria Jackson, senior brand manager at Mondelez said, 鈥淐adbury鈥檚 brand identity revolves around generosity and this campaign is an embodiment of that, showcasing and collaborating with real independent businesses to share our platform. It's been an exciting journey to see the product truth (there is a lot to take in!) amplified through a series of eye-catching ads that highlight an irresistible new product."
Laura Muse, creative director at VCCP London added, 鈥淚t鈥檚 not often you get to launch a new product for such a national treasure of a brand, so it鈥檚 been a really exciting campaign to be a part of. We鈥檙e just hoping those delicious chunks don鈥檛 cause any serious distractions. If that happens, please tell everyone it was Chris and Jonny鈥檚 idea.鈥