Kraft Foods is urging TV and pop music icons from the 1990s to audition to star in the ad campaign for its Daim bar brand.
The ‘Second Daim Around’ web campaign will start in a couple of weeks for the chocolate caramel bar brand and will invite celebrities from the 1990s to submit audition clips online. The British public will then have the chance to vote for their favourite entrants with the winner fronting a 30-second viral advert in October.
Kraft chose a 90s theme to the campaign, claiming it hasn’t marketed the bar – previously called Dime – since the Harry Enfield-fronted ‘Armadillo’ advert in 1995.
Kraft convenience sales director Jack Pipe said that ad was one of the decade’s most iconic adverts and expected the new campaign to create renewed enthusiasm for the brand.
“We were entertained by some fantastic showbiz personalities in the 90s and we hope to attract some of the most memorable to audition for the online ad – as well as some of those we might have forgotten,” said Pipe.