UK confectionery giant Cadbury Schweppes is to spend A$5m (US$2.59m) in a bid to boost sales of its flagship Dairy Milk chocolate bar in Australia.

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The firm is hoping that the new integrated promotional campaign will take the chocolate away from its traditional family image into a younger, trendier market.


Designed by Whybin Lawrence TBWA, the ads depict a surfer in a sea of Cadbury chocolate while the Beach Boys’ hit “Wouldn’t It Be Nice” plays in the background.


Consumers will see the new campaign and its clay-mation characters on television, radio, print, outdoors and Internet advertising.

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