Mondelēz Canada is bubbling with enthusiasm about the newest addition to its Cadbury Dairy Milk “large bar” product line.
The company has launched an integrated ad campaign in support of its new Dairy Milk Bubbly product, which is being sold nationwide in a 90-gram format. The campaign, with a focus on the Toronto and Vancouver markets, is comprised of a 30-second TV spot, out-of-home (TSAs, an installation at Toronto’s Dundas Square and “floating bar” installations), digital (including couponing and influencer outreach) and in-store, including sampling.
Canada is the ninth market in which the Dairy Milk Bubbly brand has been introduced since it debuted in the U.K. in January 2012.
A 30-second TV spot adapted for English Canada by Ogilvy & Mather builds on the global “Welcome to Joyville” concept introduced by Cadbury in 2012.
The whimsical spot features airships, tiny cars and people in inflatable suits, all bearing the signature purple of the Dairy Milk brand, taking to the sky and dropping tiny parachutes laden with the Bubbly bars onto houses below. The voiceover states “new Cadbury Dairy Milk Bubbly. Made in Joyville.”
Additional out-of-home elements developed by O & M include oversized helium-filled replicas of the bar suspended over public places, and TSAs featuring a Bubbly bar suspended between two glass panes in the middle of the shelter frame.
“When people spot a transit shelter with a single Bubbly bar suspended inside, they are stopped in their tracks,” said Laura Henderson, senior brand manager, Cadbury Dairy Milk, with Mondelēz Canada in Toronto. “They start to believe in the magic and fun of this place called Joyville where Cadbury Dairy Milk is made.”
The TSAs proved so irresistible, she said, that one person in Vancouver tried to break the glass to get at the bar inside.
Bubbly is the 13th SKU in the Dairy Milk large bar product line, which saw consumption increase more than 25% last year. Henderson said that 2012 was a year of “reinvention” for the brand, which launched five new SKUs (Peanut Butter Pretzel, Toasted Coconut & Cashew, Honey-Roasted Cashew & Hazelnut, Cookie Crunch and Salty Caramelized Peanut).
Bubbly represents one of the biggest global “chocolate innovation launches” in recent history, she said.
Chocolate is both a mature and highly competitive category, said Henderson, and breaking through with new innovations can be difficult because so much consumption is based on nostalgia and past experiences. “For Canadians, Cadbury Dairy Milk is great quality milk chocolate,” she said. “We’ve invigorated the brand by combining our delicious chocolate with fun flavour and texture combinations.”
The marketing campaign is designed to appeal to a primary audience of women 18-34, who are both avid consumers of TV media and always on the go, said Henderson. “Our goal is to disrupt and bring the magic of Joyville to life across their daily routines through things like digital sampling and high-impact out-of-home installations that surprise them and bring a moment of joy throughout the day.”
Media planning for the campaign was handled by Jungle Media, while MediaVest oversaw media buying and Dare Toronto oversaw the digital aspects.
