Cadbury Trebor Bassett is showing its romantic side in a new Dairy Milk TV advertising campaign, which traces the history of two lovestruck teenagers from their first chance meeting on a school bus.
The £5m 'First taste, first love' campaign, breaks on Monday (March 20), as part of the brand's ongoing activity around Coronation Street.
Set to Dusty Springfield's hit 'Take another little piece of my heart', it opens with a coy exchange between a schoolboy and a pretty girl as they enjoy their first taste of Dairy Milk.
The story continues with snippets from the couple's first date, wedding day and family portrait, complete with new baby, and concludes with their son, now a teenager, offering his Dairy Milk to a girl on a bus as his father looks on knowingly.
The ad campaign continues the classic positioning of Dairy Milk, which celebrated its centenary last year. Mike Tipping, head of customer relations for Cadbury Trebor Bassett, said the ads would reinforce the sharing qualities of Dairy Milk and drive sales across all variants.
He predicted the campaign would reach 80% of UK adults..