A new advertising campaign for Cadbury Dairy Milk (CDM) is under way. Called the Chocolate Charmer, it takes viewers into the "magical world of CDM production" where they see the Chocolate Charmer creating the milk chocolate. The ads emphasise the "glass and a half of fresh milk" message. Cadbury trade communications manager, Kate Harding, says: "With this new campaign we aim to drive sales by reminding consumers of the magic of CDM and supporting it with impactful point-of-sale material to visually prompt shoppers to make the link between the ad on TV and the bars in store."

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