Cadbury Unveils ‘There’s a Lot to Take In’ Campaign to Promote New Dairy Milk ‘& More’ Bars
In partnership with VCCP London, Cadbury has launched a new integrated campaign titled ‘There’s a Lot to Take In’ to introduce its latest creation, the Cadbury Dairy Milk & More bar.
This new product features larger chunks and a variety of flavors, available in two delectable options: Cadbury Dairy Milk & More Nutty Praline Crisp and Cadbury Dairy Milk & More Caramel Nut Crunch. The campaign aims to highlight the richness of the bar by showcasing the captivating power of its fillings, embracing the message that “there’s a lot to take in.”
At the heart of the campaign is an out-of-home (OOH) activation comprising a series of ‘distracted’ advertisements. These posters feature the eye-catching Dairy Milk & More bar, which draws the attention of ‘neighboring’ ads, with the people depicted in these ads unable to resist staring.
Cadbury has also included real independent businesses in this activation, giving them valuable exposure and complimentary advertising. Each ad showcases genuine individuals connected to these businesses, highlighting Cadbury’s generosity and its commitment to supporting creativity and the community.
Publicis Media led the media planning and buying, strategically placing each poster at prominent digital sites in London, such as Euston and Waterloo, as well as flyposting locations nationwide, launching on 17 June.
The OOH campaign leverages the theme of distraction, with contextual ads placed in key locations like bus stops and airports, reminding people to stay focused on their tasks rather than getting mesmerized by the & More chunk.
In addition to the OOH campaign, VCCP’s global content creation studio, Girl&Bear, teamed up with award-winning director Tom Speers and Smuggler to produce two 20-second films. These films are designed to be humorous and impactful, delivering the message quickly. One film shows a gamer so absorbed by the & More bar that he neglects his team, while the other features a mother so entranced by the chocolate that her teenage daughter is left waiting outside in the rain.
Running from 3 June to 31 July in the UK and Ireland, with a second phase in September, the campaign spans BVOD, CTV, Cinema, YouTube, digital and paper OOH, flyposters, and social media to ensure extensive reach for the new product.
Girl&Bear managed the entire campaign, from TV to OOH, while PR was handled by Ogilvy.
Maria Jackson, Senior Brand Manager at Mondelez, said: “Cadbury’s brand identity revolves around generosity, and this campaign embodies that by showcasing and collaborating with real independent businesses. It’s been exciting to amplify the product truth (there is a lot to take in!) through eye-catching ads that highlight an irresistible new product.”
Laura Muse, Creative Director at VCCP London, added: “Launching a new product for such a beloved brand has been incredibly exciting. We just hope those delicious chunks don’t cause too many distractions. If they do, please blame Chris and Jonny!”
