This week sees Cadbury Dairy Milk’s (CDM’s) Keith character return to the small screen as part of a multi-million campaign.
Mondelez is confident that the campaign will bring consumers back into chocolate at a time the category typically sees a decline in sales by encouraging them to explore all the bars in the Cadbury Dairy Milk range and discover their ‘flavourite’.
The popular advert centres around office worker Keith, who cannot help himself from lip-syncing along with the hold music after eating a piece of Cadbury Dairy Milk. As he experiences the joy of Cadbury Dairy Milk, he starts to turn in his chair and is joined by six colleagues who are inspired by each of the brand’s variants.
The ad is part of a new £6m campaign which will include TV, sampling, in-store activity, digital and PR as well as a new outdoor campaign focused on retail and mass awareness.
Matthew Williams, marketing director for chocolate at Mondelēz International, says: “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. This campaign will help drive incremental sales so retailers should stock up on tablets across the range to make the most of increased awareness.”
Meanwhile, Cadbury is debuting a new look on its singles range. Packs will feature purple bookend wraps to provide a stronger on-shelf appeal and help retailers to display the full range more easily. The full range being rolled out over the next six months.
The new look will feature on singles SKUs of Wispa Gold, Crunchie, Boost, Picnic, Starbar, Flake, Boost Duo, Fudge, Chomp and Curly Wurly.