Confectionery firm Cadbury is celebrating what it calls the “iconic” taste of its Dairy Milk brand with a new integrated campaign set to run globally.
Developed in partnership with agency of record VCCP, ‘‘It could only be… Cadbury Dairy Milk’ will be centred around the chocolate’s historically recognisable rich purple brand colour.
Centred around Cadbury Dairy Milk “unmistakably” distinctive brand identity, the campaign will be anchored by a 15-second spot that simply shows a classic Dairy Milk chunk melt in slow motion.
“‘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 Mondelez International.
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“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 Dairy Milk.”
With media planning and buying handled by Publicis Media, the campaign will run across multiple channels including online video, YouTube, social media, out-of-home, radio and print.
Simon Connor, creative director at VCCP added: “Cadbury Dairy Milk is like no other chocolate – – it’s instantly recognisable to millions. Our challenge was to capture that feeling without messing it up.
“So, we did it the hard way: by hand. We built bespoke rigs, poured real Cadbury chocolate through them, and crafted every shot to show the taste everyone knows and loves. No CGI, no cheats – just proper craft, for a properly iconic chocolate.”
