Cadbury adds new chocolate bar to Dairy Milk range
Cadbury is introducing a new chocolate bar to bolster its Dairy Milk range next month - the Dairy Milk Bliss.
The new bar which contains a smooth vanilla mousse covered in Dairy Milk chocolate will sell at a RRP of £0.53 and hits the strores from 11 October.
Dairy Milk Bliss will launch with a combined TV, outdoor, PR and digital campain which will focus on the bar’s strapline ’the most pampered chocolate bar in the world’.
The tongue-in-cheek advertising, with creative delivered from Fallon, will show the indulgent bar being pampered in front of a log fire, on the beach and in the spa.
The 30-second TV ad will launch on 15 October and run until 14 November
Cadbury will also partner with Nails Inc. to create two limited edition nail varnishes inspired by the bar which will be available to Sainsbury’s customers in a text-to-win promotion and also in Nails Inc stores.
The Dairy Milk Bliss is one of the first new product developments since the £11.9bn takeover of Cadbury by Kraft in February this year.
Luciana Andreoni, brand manager for Cadbury Dairy Milk says: “Cadbury Dairy Milk Bliss has been created to provide a moment of pure, blissful indulgence for chocolate lovers.
“The multimedia campaign takes this theme of indulgence and pampering and adds a light-hearted Cadbury touch to the creative.”
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· As of March 2010, 94% of consumers were aware of the takeover of Cadbury by Kraft.
· Of those who were aware of the takeover 5% said that they would boycott Cadbury as a result.
· In 2008, Cadbury pledged to invest £45 million over ten years to secure the sustainable future of cocoa farming in Ghana, India, Indonesia and the Caribbean.
· In March 2009, this pledge began to impact on its consumer marketing, with the company committing themselves to switch the supply of cocoa for its Cadbury Dairy Milk to 100% Fairtrade.
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