Cadbury unwraps umbrella ads

Cadbury is to launch its first TV ad campaign for Cadbury Land, a new umbrella brand developed to house six children’s chocolate brands.

The cartoon ads, created by TBWA GGT Simons Palmer, feature animated characters representing each of the six children’s brands – Buttons, Curly Wurly, Fudge, Wildlife bars, Chomp and Taz & Freddo. They may be extended into toys and other merchandise.

Animation is by Spumco, creators of the Ren & Stimpy cartoons, and the voiceover is by Noddy Holder, lead singer of Seventies rock band Slade.

In the ads, a boy called Dudley Sidebottom goes into a sweet shop and falls through a tunnel into Cadbury Land. Ads will target children from four to nine years old and will run from August 17. Cadbury refuses to reveal ad spend, but it is understood Cadbury Land will have the third biggest ad spend behind Creme Eggs’ 2m and Wispa Gold’s 1m (AC Nielsen MEAL). Cadbury Land has its own Website.

Dave Smith, Cadbury marketing manager, says: “The Cadbury Land umbrella brand is allowing us to get seven well-known and well-loved brands on TV for the price of one.”

The campaign gives TBWA a chunk of new business. The brands have either been dormant for many years or have never appeared on TV.

Packaging for the six bars was revamped to show the Cadbury Land branding in April.

Cadbury is renegotiating its annual 10m Coronation Street sponsorship deal with ITV for September 1998.

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