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’.

MW Live

You can’t conquer the world from behind your desk. Click here to register for Marketing Week Live, or here for more information about the event.

Hide Comments1 Show Comment

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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