Cadbury turns fans into inventors for biggest digital campaign

The Mondelez confectionary brand has launched a month-long campaign to get fans to create their own Dairy Milk bar.

Cadbury has created a microsite at to encourage consumers to pick ingredients from a range of 90,000 combinations to add to its iconic Dairy Milk bar.

The "Go madbury for Cadbury" digital campaign, delivered by VCCP, will run across July and all entrants will be judged on creativity and taste.

The three finalists will visit Cadbury's Chocolate Centre of Excellence in Bournville, the home of Cadbury, where they will work with the brand's team to turn their creation in to one of the Dairy Milk range.

All three bars will then be available nationally in 2019, with the public choosing the final winner. 

David Shepherd, director of research and development at Cadbury, said: "We are always looking for ways to innovate and excite the great British public with our products. So we thought what better way to create the next iconic bar than to ask the people that love it the most."

"This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality for our lucky finalists."

  • Post_DCP_0000397
  • Post_DCP_0000563
  • Post_DCP_0000850
  • Post_DCP_0000930
  • Post_DCP_0000979
  • Post_DCP_0001083
  • Ca056_Madbury_20180702_OPT1a_grade-REP.00090597_300dpi_2

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free