Cadbury is aiming to create its own heatwave with the launch of a new nationwide campaign called ‘Cadbury Mystery Bars’ in honour of the two new limited-edition, cream filled flavours of Cadbury Dairy Milk.
While the temperature hits record highs across the country, the Mondelez-owned brand is aiming to put the nation’s taste buds to the ultimate test, by giving chocolate lovers the chance to win a £5,000 mystery prize if they can successfully unwrap the mystery and guess the flavours.
Devised by global agency of record VCCP London, the new campaign features disruptive, intentionally glitching media placements, designed to tease the new limited-edition flavours.
Consumers are encouraged to keep their eyes peeled for crinkled bus stop ads, glitchy digital posters and social posts that do not seem to fully load.
Cadbury Dairy Milk brand manager Pippa Rodgers commented: “We are incredibly excited to launch this brand new competition from Cadbury Dairy Milk and challenge the nation to solve the flavours of Cadbury Mystery Bars. We can’t wait to see the public’s reactions and creative guesses as friends and family come together to solve the mystery flavours.”
Available to purchase in stores from mid-July until October 2022, Cadbury Dairy Milk Mystery Bar 01 and Cadbury Mystery Bar 02 contain the two new mystery flavoured fillings.
Those who follow Cadbury’s social channels or who have signed up to email marketing will receive clues as to possible flavours for the new Mystery Bars before being finally unwrapped in October 2022.
VCCP London creative director Angus Vine said: “Our campaign deliberately obscures the Mystery Bar flavours to drive intrigue across OOH, DOOH, radio and social, in a series of different ways that are bespoke to the individual media formats.”
‘Cadbury Mystery Bars’ will run in the UK from today for 8 weeks across multiple formats including OOH, online, social as well as media partnerships including a digital audio campaign with Spotify. All media has been planned and executed by Carat. A consumer PR campaign has been led by Ogilvy PR.
To enter the competition, the public can purchase one or both of the Cadbury Mystery Bars, then visit a dedicated website to submit their guesses.
Cadbury recruits Aussie army to big up Caramilk brand
VCCP takes on digital rivals with CX agency Bernadette
O2 and Virgin CRM up for grabs as VCCP nets ad brief
Virgin Media O2 unveils first joint campaign by VCCP
VCCP+ taps into ‘thriving multiverse’ of 2.7bn gamers
Tech and new biz chiefs boost senior team at VCCP CX