Cadbury is revamping its 230m Cadbury’s Dairy Milk flagship brand with a 10m integrated marketing campaign.
A 3m TV push, created by TBWA GGT Simons Palmer, will carry the strapline: “Cadbury’s Dairy Milk – Chocolate and a Half”. It will be backed by press and radio ads, and sampling.
The purple, white and gold packaging has been redesigned with an updated “glass and a half” icon.
Cadbury marketing director Mark Smith says: “It is our flagship brand, and one we intend to drive aggressively in the future.”
As part of the 10m push, Cadbury will produce a limited edition “bar and a half”, offering 50 per cent extra free.
A flotilla of milk floats will be painted in the Cadbury’s Dairy Milk livery and dispense thousands of small sample bars. Cadbury will also attempt to break the world record for the biggest moulded bar when it unveils a bar weighing over a tonne at Waterloo station on October 5.
Sales of Cadbury’s Dairy Milk and its Fruit & Nut and Whole Nut variants top 230m, making it the UK’s most popular block chocolate bar, according to Cadbury.