Cadbury has launched a £6m campaign for its new Cadbury Darkmilk that celebrates all things ‘grown up’.
A new TV ad features stars of yesteryear Jason Donovan and Kim Wilde speaking “solely to those” who are old enough to remember the former Neighbours star’s mullet or the words to Wilde’s number one hit ‘Kids in America’. All the while playfully nodding to those who don’t.
The ad is backed with a series of short films for digital and social media channels, using behind the scenes footage from the TV shoot. These show crew members in their teens and 20s failing to recognise Donovan.
The campaign runs until the end of May and also includes sampling and PR activity.
Peter Seymour, Category Director of Chocolate for Northern Europe at Cadbury said: “We know our audience are looking for a new and more grown up taste when it comes to chocolate, so we’ve introduced Cadbury Darkmilk to give a rich and creamy alternative for a delicious chocolate treat.
“To match this, our films bring our grown-up audience face to face with iconic stars of their younger years who are sharing some of those classic memories that brought us all together back in the day.”