Cadbury brings back the Bunny

Cadbury is reviving the Caramel Bunny in a campaign to promote a smaller pack size of Caramel Nibbles.

Cadbury bunny
Cadbury bunny

The campaign will take in online, outdoor and print, focussing on women’s consumer lifestyle titles.

It depicts the well-known Cadbury character relaxing in the forest, surrounded by woodland creatures enjoying Cadbury Dairy Milk Caramel Nibbles.

The campaign follows on from the Nibbles launch campaign which saw the Caramel Bunny join forces with fashion designer Giles Deacon.

The £1.3m campaign, created by Fallon launches tomorrow (4 June).

Cadbury says it has introduced the 39g packs of Caramel Nibbles to “allow chocolate fans the chance to enjoy lovely little moments of chocolatey Caramel Nibbles on the go”.

The iconic Cadbury Caramel Bunny was reinstated in advertising for the Cadbury Caramel in March last year following an eight year absence.

Cadbury is also understood to have dropped the 50-year old “’Only the crumbliest, flakiest chocolate” strapline for it’s Flake bar as part of a strategic overhaul.

Cadbury’s new owner Kraft is currently integrating the confectionary business and its marketing function.

Cadbury UK marketing director Phil Rumbol has left the business after turning down a post on the leadership team in Zurich, Margaret Jobling is handling the role on an interim basis.

Kraft is also reviewing its UK media planning and buying business, in an attempt to consolidate all its UK Cadbury and Kraft brands into one agency.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here