Those in search of a summer figure for being “beach body ready” might want to look away now; this week we are mostly talking about big slabs of chocolate.
Yes, Cadbury has only gone and launched a new integrated campaign for its latest “indulgent creation”, the Cadbury Dairy Milk &More bar, with bigger chunks and more combinations of flavours than ever before, available in two flavours, Cadbury Dairy Milk &More Nutty Praline Crisp and Cadbury Dairy Milk & More Caramel Nut Crunch.
Damn them.
Still, apparently the idea behind the campaign, devised by VCCP London, is to celebrate the bar’s depth by showcasing the distracting power of the &More bar’s fillings, declaring that “there’s a lot to take in”.
Central to the campaign is an out of home activation: a series of “distracted” ads. Within the poster, the eye-catching Dairy Milk &More bar grabs the attention of neighbouring ads, and the people featured within them can’t help but stare.
As part of the activation, the Mondelez brand has involved real independent businesses for the surrounding distracted ads, providing each with a spotlight and free advertising.
Each ad features genuine individuals closely affiliated with these businesses, in a move designed to underscore Cadbury’s commitment to nurturing creativity and supporting the community.
With media planning and buying led by Publicis Media, each poster is strategically placed at some of London’s most prominent digital sites, including Euston and Waterloo stations, as well as flyposting locations up and down the country going live on June 17.
The OOH also plays on the theme of distraction, using contextual ads strategically placed in key locations such as bus stops and airports, reminding people that they should really be getting on their bus or picking up their luggage rather than staring at the &More chunk.
In addition to the OOH campaign, VCCP’s global content creation studio, Girl&Bear, collaborated with award-winning director Tom Speers and Smuggler to bring two 20” films, crafted to be amusing, sharp and for the message to land in a short space of time.
One film depicts a gamer so entranced by the &More bar that he abandons his team, while the other portrays a mother so absorbed by the chocolate that her teenage daughter is left waiting outside in the rain.
The campaign will run in the UK and Ireland until July 31, with a second phase in September. The campaign will be featured across BVOD, CTV, cinema, YouTube, digital and paper OOH, flyposters, and social media, so it will be virtually impossible to ignore.
Girl&Bear managed the entirety of the campaign, from TV campaign to OOH, and PR has been managed by Ogilvy.
Mondelez senior brand manager Maria Jackson said: “Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, showcasing and collaborating with real independent businesses to share our platform. It’s been an exciting journey to see the product truth (there is a lot to take in!) amplified through a series of eye-catching ads that highlight an irresistible new product.”
VCCP London creative director Laura Muse added: “It’s not often you get to launch a new product for such a national treasure of a brand, so it’s been a really exciting campaign to be a part of. We’re just hoping those delicious chunks don’t cause any serious distractions. If that happens, please tell everyone it was Chris and Jonny’s idea.”
So, what is the consensus around the Decision Marketing office?
Well, like most offices, we love chocolate; then again, what’s not to like? We also love a distraction; then again, if you worked here you would, too.
As for the ads, they’re classic VCCP London, and as on-brand as you could get. And, don’t forget, over the years, the agency has picked up more gongs and accolades for this work than you could shake a stick at, including the ultimate IPA Effectiveness Awards grand prix, and they don’t hand those out to any Tom, Dick and Harry either.
To be honest, both Cadbury Dairy Milk &More Nutty Praline Crisp and Cadbury Dairy Milk & More Caramel Nut Crunch sound amazing; if only we could get our hands on a few freebies…
Decision Marketing Adometer: A ‘glass and a half of joyful advertising’ 10 out of 10
