Cadbury has launched a new ‘Singles Sensations’ advertising campaign to champion the tastes and textures of five of its key singles bars.
The campaign, which uses different creative for each of the bars, features a new TV commercial and outdoor, social and PR activity. Experiential activities across UK festivals this summer is also planned.
The campaign follows on from last year’s push on the singles range featuring Crunchie and Double Decker, which saw both bars grow by 10% and 6% respectively.
The new £6m campaign kicks off with an ad for Cadbury Twirl (pictured). A woman in a busy shopping centre takes a bite out of a Twirl bar then a crowd of dancers swarms around her and performs an energetic Viennese Waltz.
The full range, including Crunchie, Twirl, Boost, Double Decker and Wispa, will feature in individual 10 second spots which will strive to amplify the taste sensation in each individual bar. Riffing on Cadbury’s ‘sets joy free’ theme, these include “the bubbly rush of a Cadbury Wispa” or “the shattering honeycomb of Cadbury Crunchie”.
Richard Weisinger, Senior Brand Manager for Cadbury Singles, said: “With our focus on the Cadbury singles range entering year two, we aim to show consumers that no matter what taste experience they’re looking for, Cadbury has a variety of tastes and textures meaning there is a chocolate bar for every occasion. We are very excited to profile these five single bars across a mix of traditional and online media to drive continued long term category growth.”
