Cadbury has announced the new ‘Singles Sensations’ 360 degree campaign to champion the tastes and textures of five of its key singles bars. The campaign, which features different creative for each of the iconic bars, launches with a new TV campaign and will also include outdoor, social and PR as well as experiential activities across UK festivals this summer.
The campaign follows on from last year’s successful push on the singles range hero’ing both Cadbury Crunchie and Cadbury Double Decker which saw both bars grow by 10% and 6% respectively. The 2017 campaign will further leverage the strength of the core singles range to reach two key audiences; driving awareness to attract a new generation to the category, and reminding existing consumers of the repertoire of brands available and the unique qualities of each.
The new £6m campaign, which launched with the Cadbury Twirl creative on Monday May 1, will focus on the indulgent swirls that consumers experience when enjoying the bar. The advert opens with a woman in a busy shopping centre taking a bite out of a Cadbury Twirl bar. Suddenly, a crowd of dancers swarm around her and perform an energetic Viennese Waltz.
The full range including Cadbury Crunchie, Twirl, Boost, Double Decker and Wispa will all be featured in individual 10’ ad spots which will strive to amplify the taste sensation in each individual chocolate treat showing how each bar ‘sets joy free’ - whether that’s the bubbly rush of a Cadbury Wispa or the shattering honeycomb of Cadbury Crunchie.
Richard Weisinger, senior brand manager for Cadbury Singles, said “With our focus on the Cadbury singles range entering year two, we aim to show consumers that no matter what taste experience they’re looking for, Cadbury has a variety of tastes and textures meaning there is a chocolate bar for every occasion. We are very excited to profile these five single bars across a mix of traditional and online media to drive continued long-term category growth.”