Cadbury Trebor Bassett is launching the first wave of advertising to support the renaming of its range of chocolate bars with the Dairy Milk umbrella brand (MW May 8). The &£1m campaign breaks today (August 7) and unveils the new-
look Caramel bar, which has been renamed Cadbury Dairy Milk with Caramel. The ten-second TV ad shows an animated Caramel bar going into the changing room of a stylish shop. There, it slips out of its old packaging and into its new, rebranded wrapper. The ad will be supported by a bus-side campaign and posters in Dorothy Perkin’s changing rooms, on vending machines and outside Sainsbury’s stores. The campaign is the first work created for Cadbury by Publicis, which took over the account from D’Arcy in April this year (MW April 17).