Rebranding of Cadbury's Dairy Milk portfolio

The rebranding of Cadbury's Dairy Milk portfolio will move onto TV this week when the confectionery maker unveils a campaign for its Caramel bar. The product, which is being relaunched as Cadbury Dairy Milk with Caramel, emphasises that while the name has changed, its quality and taste have not. Created by Publicis, the ad shows an animated Caramel bar in the fitting room of a stylish clothes shop. The bar changes from its old wrapper and into the new Dairy Milk with Caramel outfit, before admiring itself in the mirror. The TV ad will be supported by six-sheet posters on changing room panels in Dorothy Perkins, on London Underground vending machines and outside Sainsbury's stores. Media is through Carat.

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