Cadbury has unveiled a £4m national, integrated campaign to support the arrival of its latest new product: Cadbury Dairy Milk ‘Puddles’.
Dairy Milk Puddles is the brand’s first ever tablet to contain a soft-centred filling and comes in two flavours: Smooth Mint and Smooth Hazelnut. Each tablet is made up of raised, puddle-shaped blocks, decorated with tiny ‘ripples’ with the liquid filling sealed inside.
The new product has been developed to bring a light-hearted feeling to the category, and is completely unique in its design.
The central film, created by Fallon London, breaks tonight (Wednesday) on ITV during Coronation Street. It tells the story of ‘Duckie’, a stuffed duck whose life is spent permanently strapped to the front of a huge lorry, driving around the UK. ‘Duckie’ has a hard life, but things turn around for him when he starts to see the beauty of the world reflected in puddles.
Nick Bell, Executive Creative Director, Fallon, said: “An unsuspecting British public are about to fall in love with a purple duck”.
The ad will be on air across the UK throughout the summer. It is supported by outdoor, digital, experiential and PR activity.
