Created by Publicis, the "Time for Cadbury Dairy Milk" campaign aims to remind the British public of the "great moments they share with chocolate". It focuses on key moments of everyday life when Cadbury Dairy Milk is eaten by twisting the Cadbury logo and brand name in the messaging.
The posters will carry a variety of messages written on a partially unwrapped Dairy Milk bar, such as "Cuddling on the sofa?", "Cocooned under the duvet?", "Clocking off for the day?", and "Children asleep in bed?", which play with the Cadbury typeface while keeping the letter C.
The outdoor campaign, which breaks this week, will run nationwide and supports the Cadbury Dairy Milk "First Taste, First Love" TV ad.
Special 3D poster sites have also been developed, in partnership with JCDecaux Innovate, in which a Cadbury Dairy Milk bar is seen being gradually eaten over the space of a month. The bar will then be unwrapped in stages, with 3D chocolate chunks disappearing week by week until only a few are left by the end of the campaign.
Phil Rumbol, Cadbury Trebor Bassett marketing director, said: "We are reminding the public how much they love the Cadbury Dairy Milk taste and emotional experience. The use of questions, within the style of the iconic Cadbury Dairy Milk logo, invites the consumer to engage with the brand more directly and acts as a spark to remind the consumer of all the positive times shared with Cadbury Dairy Milk -- as well as to prompt new ones."
Media planning and buying is being handled by Starcom.
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