has unveiled a new integrated campaign to introduce its latest indulgent creation, the Cadbury Dairy Milk &More bar.<\/span><\/p>\nCadbury Dairy Milk &More is innovative, with bigger chunks and more combinations of delicious flavours than ever before, available in two flavours, <\/span>Cadbury Dairy Milk &More Nutty Praline Crisp<\/span> and <\/span>Cadbury Dairy Milk & More Caramel Nut Crunch<\/span>. The idea behind the campaign is to celebrate the bar\u2019s depth by showcasing the distracting power of the &More bar\u2019s fillings, proudly celebrating that \u201cthere\u2019s a lot to take in\u201d.<\/span><\/p>\nCentral to the campaign is an out of home activation: a series of \u2019distracted\u2019 ads. Within the poster, the eye-catching Dairy Milk &More bar grabs the attention of \u2018neighbouring\u2019 ads, the people featured within each can\u2019t help but stare.\u00a0<\/span><\/p>\nAs part of the activation, Cadbury has involved real independent businesses for the surrounding \u2018distracted\u2019 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\u2019s generosity, underscores Cadbury’s commitment to nurturing creativity and supporting the community<\/span>1<\/span>.<\/span><\/p>\nWith media planning and buying led by Publicis Media, each poster is strategically placed at some of London\u2019s most prominent digital sites including Euston and Waterloo, as well as flyposting locations up and down the country going live on 17th June.\u00a0<\/span><\/p>\nThe 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.\u00a0<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n \r\n \t\t
In addition to the out of home campaign, VCCP\u2019s global content creation studio, <\/span>Girl&Bear, <\/b>collaborated with award-winning director Tom Speers and SMUGGLER to bring two 20\u201d 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.<\/span><\/p>\nThe 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.\u00a0<\/span><\/p>\nGirl&Bear managed the entirety of the campaign, from TV campaign to OOH, and PR has been managed by Ogilvy.<\/span><\/p>\nMaria Jackson, Senior Brand Manager at Mondelez: <\/b>\u201cCadbury\u2019s 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.”<\/span><\/p>\nLaura Muse, Creative Director at VCCP London <\/b>added: \u201cIt\u2019s not often you get to launch a new product for such a national treasure of a brand, so it\u2019s been a really exciting campaign to be a part of. We\u2019re just hoping those delicious chunks don\u2019t cause any serious distractions. If that happens, please tell everyone it was Chris and Jonny\u2019s idea.\u201d<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n \n \n\n
\n It\u2019s not often you get to launch a new product for such a national treasure of a brand, so it\u2019s been a really exciting campaign to be a part of. \n Laura Muse, Creative Director at VCCP London <\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>\n\n