Cadbury brings back the Bunny
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Cadbury is reviving the Caramel Bunny in a campaign to promote a smaller pack size of Caramel Nibbles.
Cadbury bunny
The campaign will take in online, outdoor and print, focussing on women’s consumer lifestyle titles.
It depicts the well-known Cadbury character relaxing in the forest, surrounded by woodland creatures enjoying Cadbury Dairy Milk Caramel Nibbles.
The campaign follows on from the Nibbles launch campaign which saw the Caramel Bunny join forces with fashion designer Giles Deacon.
The £1.3m campaign, created by Fallon launches tomorrow (4 June).
Cadbury says it has introduced the 39g packs of Caramel Nibbles to “allow chocolate fans the chance to enjoy lovely little moments of chocolatey Caramel Nibbles on the go”.
The iconic Cadbury Caramel Bunny was reinstated in advertising for the Cadbury Caramel in March last year following an eight year absence.
Cadbury is also understood to have dropped the 50-year old “’Only the crumbliest, flakiest chocolate” strapline for it’s Flake bar as part of a strategic overhaul.
Cadbury’s new owner Kraft is currently integrating the confectionary business and its marketing function.
Cadbury UK marketing director Phil Rumbol has left the business after turning down a post on the leadership team in Zurich, Margaret Jobling is handling the role on an interim basis.
Kraft is also reviewing its UK media planning and buying business, in an attempt to consolidate all its UK Cadbury and Kraft brands into one agency.
YouGov Insight:
· Over half of the adult population is either currently affected by or personally concerned about weight problems.
· 14% of men and 19% of women describe themselves as ‘very overweight’, but the evidence suggests that many people may be underestimating the extent of their problem, particularly men.
· Men and women aged 40-54 are the likeliest group to see themselves as ‘very overweight’. They are also the least likely age to eat healthily especially men.
· Just one fifth of women in the UK are currently on a diet – double the number of men.
· Only one in ten adults agree that ‘it’s more important to enjoy yourself rather than worry too much about healthy living.’
