Cadbury Dairy Milk’s Marvellous range hits TV screens with month with its latest campaign featuring the new Rocky Mallow Road flavour and Smashables mould.
The 30-second commercial is being aired in a number of high profile, primetime slots. The advert, set in a hairdresser’s salon, shows the employees closing up as their boss pulls a Rocky Mallow Road tablet from her drawer, flips the bar and smashes it. The flavours then burst from the bar in an eight second CGI montage. The manager then shares it with her staff, resulting in an energetic synchronised dance routine.
The six-week campaign is part of a £4m marketing investment in the brand, which also includes cinema, digital and Mondelez’s first lenticular outdoor advertising activity.
The Cadbury Dairy Milk Marvellous range is now worth £49.7m, and is in over a fifth of UK households.
Matthew Williams, Marketing Director at Mondelēz International, said: “This is such an innovative and exciting product and we knew the marketing had to live up to that. Our campaign is lively and inventive and we can’t wait for it to start. We know consumers enjoy the Marvellous Range and love to share it with friends and family. This advert is a great example of this and really captures the magic and personality of the Marvellous brand.”
