In-store and sampling key to Cadbury Dairy Milk showing how to ‘free the joy’
Tuesday January 27, 2015 at 5:58pm
Mondelez has launched a high-impact Spring campaign to remind consumers about the variety of flavours and textures Cadbury Dairy Milk offers and in turn drive incremental sales in the tablets and countlines categories. The £7m campaign launched in stores on January 12 and continuing for three months, will feature TV, PR, outdoor, digital and significant in-store and sampling activity. Activity will celebrate the Cadbury Dairy Milk flavours and communicate to consumers that through exploring the range there’s more than one way to free the joy. Matthew Williams, marketing activation director for chocolate at Mondel?z International, says: “Cadbury Dairy Milk is the nation’s favourite chocolate and its mission is to free the joy within us all – this campaign will show that with the great range of flavours available, there is more than one way to do so. Through encouraging consumers to explore the range; trialling a new flavour or re-trialling a forgotten favourite, our £7m multi-channel campaign will drive incremental sales.” The ‘Free the Joy’ umbrella campaign idea replaced the brand’s previous Joyville concept in January 2014. The Cadbury brand is owned by Mondel?z International, the global biscuit and confectionery giant with sales in 2013 of $35 billion. Brands include Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs coffee and Tang powdered beverages.