January will see the return of Cadbury Dairy Milk to TV screens as part of a £6m campaign to encourage customers to pick their ‘flavourite’ variant.
Launching on 18th January, the activity aims to inject excitement into the chocolate category at a time of year where sales usually dip.
The TV ad, which has aired previously, centres on office worker Keith, who cannot help himself from lip-syncing along with music after eating a piece of Cadbury Dairy Milk. Six colleagues, who are inspired by each of the brand’s variants, then join in.
Cadbury says its £6m campaign which will be “even bigger and better than last year” and will include TV, sampling, in-store activity, digital and PR as well as a new outdoor campaign focused on retail and mass awareness.
Matthew Williams, Marketing Director for Chocolate at Mondelēz International, said: “Cadbury Dairy Milk offers a great tasting range of flavours so we are encouraging consumers to pick their favourites – why should anyone have to choose just one? This campaign will help drive incremental sales so retailers should stock up on tablets across the range to make the most of increased awareness.”
