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Cadbury wants customers to feel 'part of the story' with Dairy Milk Ritz campaign

Cadbury is looking to push its "joy" brand message with the launch of a £7.5m communications campaign for its Dairy Milk Ritz and Lu chocolate bars.

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The Mondelez-owned brand hopes the collaboration with Ritz and Lu will prove one of the biggest innovations in the chocolate market of 2014, with the seven-week campaign driving awareness and understanding of the new snacking products.

The two launches come on the back of success from other collaborations, driven by the likes of the Cadbury Dairy Milk with Oreo bars most recently.

The idea behind the campaign is brining people "moments of joy", which Cadbury marketing director Matthew Williams describes as an evolution of Cadbury's previous marketing activity.

"Previous executions under the Joyville campaign did have joy at the heart but there were other elements," said WIlliams.

"This time we’ve found a simpler way to communicate with people which is more relevant to them in their everyday lives. We’re trying to get the customer involved with Cadbury and make them feel like they’re part of the story. Now in the ads people are actually eating the chocolate and triggering the moment of joy, which we’re deliberately trying to do more of."

The ad centres passport control officer Graham, who is sitting bored and alone. As he begins to eat his Cadbury Dairy Milk Ritz, he releases an instantaneous reaction and cannot help himself from getting up and exuberantly dancing around the airport in his Cadbury purple shoes – to the amazement of bystanders.

Williams said the campaign has has three purposes, covering brand, campaign and product awareness understanding: "The first [aim] is to reinforce what Cadbury try and do broadly, which is talk about how products are there to create a moment of joy in your life.

"We’re trying to get people to understand the campaign. The product is different so we wanted to make the visuals disruptive and provide a different eating experience. Making sure people have heard of this product and they understand it is critically important to us.

"Trying to explain when to eat the product and enjoy it. For the chocolate category as a whole it’s commonly consumed in the evening so we want to make sure we’re seen as relevant and salient in the afternoon."

The TV campaign will premiere on 1 March, before rolling out to cinemas and VOD. A 60-second digital version will also be available on the Cadbury YouTube channel and on the Cadbury Dairy Milk Facebook page.

This article was first published on marketingmagazine.co.uk

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