Cadbury has launched a fully integrated campaign to mark the return of Cadbury Dairy Milk Coins after almost a decade, in a no-holds-barred celebration of getting over excited about Christmas.
The campaign, launched in partnership with its global agency of record VCCP London, features a specially built billboard featuring the announcement, created by brand experience agency Energy and surrounded by a colourful display of tinsel and fairy lights.
Three, similarly tinsel-heavy OOH adverts and social adverts display similarly unconstrained Christmas excitement, with colourful Cadbury-themed Christmas decorations spilling out onto the surrounding adverts.
To further the Christmas delight, an activation campaign showcased three homes well-known for their festive decorations. Cadbury helped decorate these houses in October, before capturing the results with the aim of spreading cheer across social media well ahead of time.
The campaign will run across DOOH, social print and digital until 17 December, supported with owned channel activity by Elvis, with Publicis Media looking after planning and execution.
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“Cadbury Coins had been missing from UK shelves for almost a decade, so we wanted to make a lot of noise to celebrate their return,” Cadbury senior brand manager Emma Jayne Paxton.
“Coins coming back meant our Christmas spirit was revitalised and we’ve unapologetically gone all out with our decor to shout about their return, spreading our contagious festive cheer. Bring on Cadbury coins and bring on Christmas.”
VCCP creative director Caroline Rawlings added: “Coins have been off shelves for ten years, can you believe it? Their return is a bigger deal than the nose on that reindeer fella. Coins are icons of Christmas. So sure, the leaves have barely left the trees, but coins are back, bring on Christmas and all the tinsel, baubles and fairylights you can possibly carry.”
She continued: “This was just a delight of a campaign to work on with a team of excellent people who made having meetings about how much tinsel was too much tinsel in August actually beyond palatable.”