LONDON, UK — Cadbury, in collaboration with VCCP London, has unveiled a new integrated campaign to introduce its latest indulgent creation, the Cadbury Dairy Milk &More bar.
Cadbury Dairy Milk &More is innovative, with bigger chunks and more combinations of delicious flavors than ever before. The idea behind the campaign is to celebrate the bar’s depth by showcasing the distracting power of the &More bar’s fillings, proudly celebrating 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 “neighboring” ads, the people featured within each can’t help but stare.
As part of the activation, Cadbury has involved real independent businesses for the surrounding “distracted” ads, providing each with a valuable spotlight and complimentary advertising. Each ad features genuine individuals closely affiliated with these businesses. This initiative, as well as highlighting the brand’s generosity, underscores 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, 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 out of home campaign, VCCP’s global content creation studio, Girl&Bear, collaborated with award-winning director Tom Speers and SMUGGLER to bring two 20-second films, crafted to be funny, 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 from June 03 to 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, in an aim to ensure broad and diverse reach for the new product.
Girl&Bear managed the entirety of the campaign, from TV campaign to OOH, and PR has been managed by Ogilvy.
Maria Jackson, Senior Brand Manager at Mondelez, “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.”
Laura Muse, Creative Director at VCCP London 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.”
Credits:
CAMPAIGN TITLE: There’s A Lot To Take In
CLIENTS: Elise Burditt, Michael Moore, Maria Jackson, Claudia Mason
ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonny Parker
CREATIVE DIRECTOR: Laura Muse
SENIOR CREATIVE TEAM: Haley Koehn & Louise Organ
HEAD OF ART: Ali Augur
MANAGING PARTNER: Matt Smith
BUSINESS DIRECTOR: Charlie Griffith
ACCOUNT DIRECTOR: Bella Johnston & Will Hazelton
SENIOR ACCOUNT MANAGER: Daniella Wilmot
ACCOUNT MANAGER: Maddie Jones
PLANNING DIRECTOR: Ollie Gillmore
SENIOR PLANNERS: Charlotte O’Brien & Scott Isaac
SENIOR AGENCY PRODUCER: David Vass
HEAD OF BROADCAST AFFAIRS: Alexia Collins
DESIGN DIRECTOR: Adam Edwards
DESIGNER: Carl Sherry
SENIOR ARTWORKER: Toby Kadir
STUDIO MANAGER: James Perry
RESOURCE COORDINATOR: Yasmine Moridi
POST PRODUCER: Gerda Aleksandraviciute
SOCIAL EDITORS: Teresa Tang & Stefan Jerome
PRODUCTION COMPANY: SMUGGLER
DIRECTOR: Tom Speers MD: Fergus Brown
EXECUTIVE PRODUCER: Lucy Kelly
PRODUCER: Claire Jones
DOP: Nick Morris
PRODUCTION MANAGER: Adam Evans
1ST AD: James Sharpe
LOCATION MANAGER: Rupert Bowkett
PRODUCTION DESIGNER: Lucie Red
ART DIRECTOR: Terry Palamara
CASTING DIRECTOR: Ali Fearnley
WARDROBE STYLIST: Michelle May
HAIR & MAKE-UP STYLIST: Eve Coles
EDIT COMPANY: The Assembly Rooms
EDITOR: Eve Ashwell & Edward Cooper
SENIOR EDIT PRODUCER: Phoebe Armstrong-Beaver
POST-PRODUCTION COMPANY: Black Kite
COLOURIST: Tom Mangham
POST PRODUCER: Phil Whalley
VFX LEAD: Mark Stannard
AUDIO POST-PRODUCTION COMPANY: 750mph
HEAD OF PRODUCTION: Olivia Ray
SENIOR AUDIO PRODUCER: Aishah Amodu
SOUND DESIGNER & ENGINEER: Sam Ashwell
GAME FOOTAGE DEVELOPMENT: Moonrock Animation Studio
CREATIVE PRODUCER: Gabor Marinov
ART DIRECTOR: Bernadett Dian
PRODUCTION MANAGER: Balazs Berky
FOOD PHOTOGRAPHER: Aaron Tilley
PHOTOGRAPHER AGENT: Angela Woods
MODEL MAKER: Paul Baker
LIFESTYLE PHOTOGRAPHER: Wanda Martin
SPECIAL THANKS TO: NBC Group, Liha Beauty, Levitate, The Dress and Sassi Holford
STILLS POST PRODUCTION: Stanley’s post
MEDIA BUYING AGENCY: Publicis Media
PR & SOCIAL: Elvis
CINEMA PARTNERSHIP: 1155
