Cadbury launches €2m Dairy Milk campaign

Running from now until November, the campaign will involve a spend of over €2m and will cover include advertising, digital and social media, PR, sampling and sales promotion channels developed in partnership with Publicis QMP, MCsquared, Ogilvy One and PHD.

“The integrated programme is designed to create a temptation trail reminding consumers about the distinctive irresistible taste of Cadbury Dairy Milk,” said Aideen Murphy, brand manager for Cadbury Dairy Milk.

Cadbury Dairy Milk worked with Publicis QMP and production house Brand New School and director Jonathon Notaro to develop a TV ad that is “intended to seduce the viewers with beautifully shot footage of tempting, mouth-watering chocolate in all its glory”. 

The TV ad aired for the first time during the X Factor last Saturday. The campaign will be released in three key phases through national TV, mobile advertising, outdoor activity, social media, and glossy magazines. The company said the media strategy incorporates a number of “new and innovative ways to communicate directly with chocolate lovers”.

An Irish PR campaign will include a sampling and digital programme to provide deeper engagement with the campaign. A highlight of this will be the first ever Cadbury Dairy Milk smartphone app in Ireland which will allow users to transform their Smartphone into a bar of virtual Cadbury Dairy Milk, peeling off the wrapping and breaking the bar on screen. One of the app’s features allows users to share virtual squares with their friends and collect eight of their own to claim a free bar of Cadbury Dairy Milk from participating retailers nationwide.

Cadbury Dairy Milk will also deliver more than 40,000 direct mail packages to selected Irish households. These packages will contain a complimentary eight-square bar of the chocolcate and an invitation to take part in competitions on the Cadbury Ireland Facebook page. The packages will also feature a QR code to direct consumers to download the Cadbury Dairy Milk Share a Square smartphone app.