Cadbury: It's a bit grown up by VCCP

Agency: VCCP
Client: Cadbury
Date: Apr 2019
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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.




PR Agency




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

Creative Director

Chris Birch

Jonathan Parker

Talent Broker

The Bourne Consultancy


Peter Reid

Art director

Rob Ellis

TV Producer

Ed Mueller

Planning Director

Sophie Kerbegian


Hannah Martin


August Campbell

Media agency


Production company***



Vince Squibb


Stuart Bentley


Tom Cartwright

Audio Post Production

Parv @ Wave


Seamus O’Kane @ The Mill

Post Production


Exposure (media channels)

TV, VOD, Digital, Social with product focus outdoor

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