Mondelez has launched ‘It could only be… Cadbury Dairy Milk’, a new integrated marketing campaign to support its popular chocolate brand.
The campaign is spearheaded by a 15-second film which simply shows a real Cadbury Dairy Milk chunk melt in slow motion and aims to celebrate the taste and in-mouth experience of eating a chunk.
In the UK, the global campaign runs across online video, YouTube, social media, out-of-home, radio and print.
The national out-of- home activities are spearheaded by a Piccadilly Lights takeover featuring a 40-second film of the chunk melting.
In addition, an immersive 3D soundscape will also accompany the campaign in the UK, running across Spotify, Global Radio and Octave. The podcast ‘Off Menu’ will also run personalised sponsored content during ad breaks.
The new campaign is designed to sit alongside Cadbury’s long-standing ‘There’s a Glass and a Half in Everyone’ brand platform.
