Cadbury moves away from ‘Free the joy’ in favour of ‘Tastes like this feels’ in new brand campaign

Cadbury is launching a global brand campaign for its Dairy Milk brand, replacing its ‘Free the Joy’ slogan with ‘Taste like this feels’ although marketing director Matthew Williams says its marketing will still focus on providing “moments of joy”.

The new creative platform will launch tomorrow (2 April) with an experiential activation at Westfield shopping centre in central London. Shoppers will be invited to remove their shoes and experience the feeling of tasting Cadbury Dairy Milk by walking on a sea of bubble wrap while enjoying their own sample of the product.

The activity will be followed by three 30-second TV ads that will be released in succession over the next few months. According to the Diary Milk brand, all three ads will use a different metaphor to evoke the feeling of eating the chocolate under the banner ‘Tastes like this feels’.

The first film will air tomorrow evening during Ant & Dec’s Saturday Night Takeaway. It will see real-life footage sourced from YouTube featuring a bear out in the wild, scratching its back against a tree to satisfy an itch.

The moment of satisfaction experienced by the bear is captured on a hidden camera and “communicates the joyful sensation that comes from tasting the classic Cadbury Dairy Milk”.

Activity will also include ongoing digital, experiential, PR, topical, tactical and social media activations, as well as brand partnerships.

Matthew Williams, Cadbury marketing director, says: “With this campaign we want to remind people that joy is never far away. By focusing on the unique taste sensations that each chocolate bar in the range delivers, consumers will be able to easily identify the right bar for them that will lead to their moment of joy.”

Cadbury is not the only brand to focus its slogan around the emotional enjoyment of its product’s taste. Earlier this year, Coca-Cola unveiled its new slogan ‘Taste the feeling’.

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