A new advertising campaign has been launched on UK television to promote the company’s new Cadbury Dairy Milk with Crème Egg chocolate bars, as part of a GBP4m (US$7.5m) marketing plan to support the launch of the new product using the strapline “six of one, a half dozen of the other”.
Cadbury Trebor Bassett head of customer relations Mike Tipping said: “Since the launch of Cadbury Dairy Milk with Cream Egg, retail sales are well above expectation and this promises to be the most successful confectionery launch in 2006.
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“The TV focuses purely on the product and allows us to drive awareness in a simple yet compelling way, communicating to viewers the union of Cadbury Dairy Milk and Cadbury Crème Egg in one bar being a real chocolate experience.”
The advert will run until June and will support an on-going marketing plan, including credits on popular UK soap Coronation Street, consumer sampling and PR.
