Cadbury has launched a new campaign to support its range of chocolate singles, entitled Obey Your Mouth.
The marketing effort, part of the brand’s long-term commitment to driving category growth, will launch next month with the return of a television advertisement for Cadbury Crunchie – the first in 16 years for the product. It will continue over three years with a huge £6m investment in the first year alone.
The campaign will use a full mix of TV, outdoor, in-store, PR and digital activity, which will see the brand utilise up-and-coming channels such as Snapchat and Shazam. It aims to leverage the strength of the core range to two key audiences, driving awareness to attract a new generation to the category and reminding existing consumers of the selection of brands available.
The focus of the campaign will be on the brand’s top-selling singles – Crunchie, Wispa, Double Decker, Boost and Twirl.
Barbora Hrdlickova, brand manager for Cadbury singles, said: “By heroing our singles brands, this campaign is aimed at showing consumers no matter what your mouth is desiring, Cadbury has the one for you. Cadbury is the number one supplier of chocolate singles in the market with over 1 million bars sold every day so this is an unmissable opportunity for retailers.
“It will also be fantastic to see Crunchie back on big and small screens after over a decade and to introduce the brand to a new generation. We’ll be letting young adults experience the joy that comes with the end of a working week through new channels such as Snapchat, where we’ll be launching sponsored lenses for Crunchie on three consecutive Fridays.”
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