Mondelez is bringing lip-syncing Dairy Milk fan Keith back to screens in January in a £6m campaign, encouraging consumers to pick their ‘flavourite’ variety of the chocolate brand.
The new advert, which launches on 18 January, sees the return of the moustachioed office worker, who takes pleasure in wheeling himself round the office in his desk chair and miming to the hold music on the phone after taking a bite of Dairy Milk. This time, Keith is joined by six colleagues, each of which prefers a different flavour of Dairy Milk.
The TV campaign will be supported with outdoor, in-store, sampling, digital and PR.
“Keith and his co-workers were such a huge success with our consumers last year and so in 2016 we are looking to build on this by encouraging consumers to discover and pick their flavourites,” said marketing director Matthew Williams. “This campaign will help drive incremental sales so retailers should stock up on tablets across the range to make the most of increased awareness.”
Cadbury Dairy Milk is worth £486.2m, down 5.2% - or £26.5m - on the previous year [Nielsen 52 w/e 5 September 2015].