Do you remember Jason Donovan and Kim Wilde from the 80s? Cadbury is banking on your nostalgic knowledge to promote its new Cadbury Darkmilk bar.
Cadbury has unveiled a nostalgic campaign to celebrate all things ‘grown up’ with 80s and 90s icons Jason Donovan and Kim Wilde to speak directly to those familiar with pop culture from both decades – and invite them to try out the new chocolate bar.
The campaign speaks “solely to those” who remember Jason’s mullet from his Neighbours and early pop star days (and the wedding of the decade) or who know all the words to Wilde’s number one hit, Kids in America. All the while playfully nodding to those who don’t.
The launch marks the first time in 20 years that Cadbury has developed a completely new type of chocolate.
The first burst of TV, which airs on 20 April during ‘The Durrell’s’ and ‘Victoria’, sees Donovan and Wilde explain how the new taste of Cadbury Darkmilk has been made especially for people who are ‘a bit grown up’ – with various nods to pop culture references of yesteryear, only familiar to those who were a part of these defining decades.
Agency contact and title
Matt Smith - Business Director
Catherine Tilley - Senior Account Manager
Client name and title
Peter Seymour, Category Director of Chocolate for Northern Europe
Ben Wicks – Global Brand Director
Benazir Barlet-Batada - Associate Marketing Director
Kate Wall - Marketing Manager
Laura Gray - Brand Manager
The Bourne Consultancy
Audio Post Production
Parv @ Wave
Seamus O’Kane @ The Mill
Exposure (media channels)
TV, VOD, Digital, Social with product focus outdoor