Today, Cadbury Dairy Milk is launching “It could only be … Cadbury Dairy Milk”, an integrated campaign developed by global creative agency of record VCCP, that aims to celebrate the iconic taste of Cadbury Dairy Milk.
The equity-driving product campaign brings to life the unmistakable slow melting, smooth coating, long lasting taste experience, and is designed to sit alongside the brand’s long-standing “There’s a Glass and a Half in Everyone” brand platform.
Every element of the integrated campaign is designed to celebrate and amplify the unmistakable taste experience of Cadbury Dairy Milk. At its heart is a 15” film which simply shows a real Cadbury Dairy Milk chunk melt in slow motion and aims to celebrate the unique taste and in-mouth experience of eating a chunk. The campaign will go live across video on demand, YouTube and social across nine markets globally (including Australia, South Africa, Canada and MENAP).
The campaign launches in the UK today and will run across multiple channels including OLV, YouTube, social media, out-of-home, radio and print.
The national OOH executions are spearheaded by a Piccadilly Lights takeover featuring a 40” film of the iconic chunk melting. This will play every 10 minutes from 19 May to 1 June.
In addition, an immersive 3D soundscape will also accompany the campaign in the UK, running across Spotify, Global Radio and Octave. The podcast "Off Menu" will also run personalised sponsored content during their ad breaks.
“‘It could only be Cadbury Dairy Milk’ is the first of its kind – everything you see is real chocolate, celebrating the unique and instantly recognisable taste of a chunk of Cadbury Dairy Milk,” said Guilherme Ferreira, Global Brand VP at Mondelēz International. “When it feels like everyone is turning to AI and CGI, we were proud to create the film using real life filming on set, utilising experts in their craft to demonstrate the deliciousness of Cadbury Dairy Milk.”
