Cadbury Dairy Milk’s Secret Ingredient

Cadbury is launching a new £7m marketing campaign to remind the nation why Cadbury Dairy Milk remains the UK’s favourite chocolate. 

 

The national ‘Taste’ campaign celebrates the great taste of Cadbury Dairy Milk, highlighting the brand’s use of fresh milk in its production process, which gives the chocolate its delicious creaminess. 

 

 

The campaign is the next phase of Cadbury’s long-term communications platform ‘Joyville’ which was introduced in 2012 with the successful launch of Dairy Milk Bubbly.  Joyville is a mythical place that lives in the imagination of chocolate lovers and is positioned as a magical wonderland where Cadbury Dairy Milk is made in abundance, which lies just beneath the surface of our world.  

 

The Taste campaign includes at television commercial that will air for the first time on Wednesday 13th February.  The spot, created by Fallon, celebrates the truth behind Cadbury’s unique production process by following a young apprentice as he is guided around Joyville by an old master.  Together they embark on a quest to discover the well-protected (if not hugely secret) secret of Cadbury Dairy Milk’s famous creamy taste.

 

Matthew Williams, Marketing Activation Director at Cadbury, said: “Cadbury Dairy Milk is not just an iconic British brand, it is also an iconic British taste that has been around for 107 years. We wanted to celebrate that taste, and to show people that the things they love most are often the ones they know the best. 

 

“We expect that this £7m multi-channel campaign will not only drive sales, but will also ensure that the nation continues to choose Cadbury Dairy Milk as its favourite chocolate.”

 

The 60” (and 30” version) TVC was directed by Canada and will be supported by national outdoor executions created by Fallon. Supporting PR and digital campaigns, developed by Golin Harris and Hypernaked, are set to launch later this month. A nationwide product sampling tour is to be carried out by RPM, and PHD is the media buyer.

 

Credits

 

Project name: Cadbury Taste

Client:   Mondelez International 

Creative agency: Fallon

Executive Creative Director:  Santiago Lucero

Creative Directors: Dan Watts and Sam Hibbard

Agency Producer: Angus Smith 

Planner: Michael Lean 

Group Account Director: Jennifer Black

Account Director: James Kennedy

Media agency: PHD

Media planner: Ailsa Hutchinson and Sebastian Revell

Media spend: £3.7m 

Production company: Partizan

Production company producer: Russell Curtis

Director: Canada

Editor: Tom Lindsay at Trim Editing

Post-production: MPC

Soundtrack:

Audio post-production: Wave Studios