Cadbury resurrects Caramel bunny to launch hazelnut brand extension

One of the most memorable advertising characters of the Eighties, the Cadbury Caramel bunny, is returning to TV in a digitally remastered ad for the launch of a new chocolate bar.

Cadbury is introducing a brand extension called “Nuts About Caramel”, consisting of its Caramel bar filled with whole hazelnuts, which it hopes will exploit an untapped opportunity.

Research shows hazelnuts and caramel are consumers’ favourite ingredients, and that the hazelnut in caramel chocolate in Cadbury Roses assortment is the most popular.

The launch will be backed by a 1.5m rescreening of the 1983 Cadbury Caramel Bunny commercial called “Hare and Tortoise”, which was originally created by Leo Burnett and last shown in 1995. The ad has been adapted by EURO RSCG Wnek Gosper and given a new end frame, which introduces the Nuts About Caramel bar. It will air from November 16 and branded sponsorship credits will run on Coronation Street from November 9.

Mark Smith, Cadbury’s marketing director, says: “We looked at a number of different ideas for the launch advertising, but we found that consumers liked the Caramel bunny so much that we decided to remaster an old property.”

Cadbury has also developed a Nuts About Caramel Easter Egg for next year.

Mark Smith profile, page 38

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