Cadbury Dairy Milk is back on screens this month in a new TV campaign celebrating all the variants in the Cadbury Dairy Milk portfolio.
Keith, the office worker from 2014, returns for the new campaign, which launched at the begining of this month. The 30-second spots will communicate to consumers that through exploring the range there’s more than one way to free the joy.
The advert centres around a bored Keith, who is sitting on hold on his telephone at his desk. A taste of Cadbury Dairy Milk releases an instantaneous reaction and Keith cannot help himself from lip-syncing along with the hold music. As he experiences the joy of Cadbury Dairy Milk, he starts to turn in his chair and viewers will see six new ‘Keiths’ reinvented and inspired by each of the brand’s variants.
The ad is part of a new £7m campaign and will be made up of TV, PR, outdoor, digital and significant in-store and sampling activity.
Matthew Williams, marketing activation director for chocolate at Mondel #275;z International, said: “Cadbury Dairy Milk is all about freeing the joy within us all. We know Keith was a huge success with our consumers and this latest ad really demonstrates the spontaneous joy that Cadbury Dairy Milk variants can bring to your day. Focusing our campaign on the full range will encourage consumers to trial new variants or re-trial a forgotten favourite and provides a significant opportunity to drive incremental sales, so retailers should stock up across the range to make the most of increased awareness.”
The campaign will run across both tablets and countlines providing further opportunity for incremental sales; there is little overlap in terms of shoppers and usage occasions and combined they have a reach of 32 million consumers so the opportunity for retailers is huge.