Cadbury is stepping up the focus behind its Dairy Milk power brand with a new multi-media campaign.
The confectionery giant’s new ‘Your Happiness Loves Cadbury’ advertising tack breaks on Monday (August 9) and will focus on the masterbrand.
However, separate treatments will also run behind Flake, Crème Egg and Roses which are in a minority after Cadbury’s decision to throw most of its offerings under the Dairy Milk banner.
Concentrating on the concept of happiness, the ads show how the Cadbury brand and products combine to make people happy. Happiness is represented by animals which share their thoughts with viewers.
Set to run throughout this year, the campaign, which will also include poster and press ads, is part of a £35m-plus marketing spend by Cadbury.
Mike Tipping, head of customer relations for Cadbury, said the campaign would be the first of its kind in confectionery and help to develop the category.
He added: “Cadbury has created iconic and well-loved advertising campaigns and the new masterbrand campaign is a natural extension of that heritage. It will have a consistency of style that will reinforce the brand values which have made the Cadbury name synonymous with chocolate.”