Cadbury adds new chocolate bar to Dairy Milk range
Cadbury is introducing a new chocolate bar to bolster its Dairy Milk range next month – the Dairy Milk Bliss.
The new bar which contains a smooth vanilla mousse covered in Dairy Milk chocolate will sell at a RRP of £0.53 and hits the strores from 11 October.
Dairy Milk Bliss will launch with a combined TV, outdoor, PR and digital campain which will focus on the bar’s strapline ’the most pampered chocolate bar in the world’.
The tongue-in-cheek advertising, with creative delivered from Fallon, will show the indulgent bar being pampered in front of a log fire, on the beach and in the spa.
The 30-second TV ad will launch on 15 October and run until 14 November
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Cadbury will also partner with Nails Inc. to create two limited edition nail varnishes inspired by the bar which will be available to Sainsbury’s customers in a text-to-win promotion and also in Nails Inc stores.
The Dairy Milk Bliss is one of the first new product developments since the £11.9bn takeover of Cadbury by Kraft in February this year.
Luciana Andreoni, brand manager for Cadbury Dairy Milk says: “Cadbury Dairy Milk Bliss has been created to provide a moment of pure, blissful indulgence for chocolate lovers.
“The multimedia campaign takes this theme of indulgence and pampering and adds a light-hearted Cadbury touch to the creative.”
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