Cadbury has invested £7.5 million in a campaign to launch its new Cadbury Dairy Milk Ritz and Lu products, which it hopes will position the brand in the afternoon snacking market.
As part of the confectionary company’s ‘Moments of Joy’ drive, the new seven week campaign, which launches 1 March, is focussed on driving awareness and understanding of the new snacking products.
Speaking to The Drum, Matthew Williams, marketing director at Cadbury, revealed the large investment in the new products is a big bet: “We are taking a gamble with our scale of ambition; so the investment behind the campaign and the sales targets we have for the products," he said.
"That’s why we are being bold and saying it will be our biggest innovation of the year, and if it’s our biggest innovation of the year in the chocolate market, then it should be the UK’s biggest snacking innovation of the year”.
The advert, directed by David Wilson, is centred on “bringing a spontaneous moment of joy to the afternoon break” and shows a passport control officer dancing around an airport after eating a Cadbury Dairy Milk Ritz biscuit.
Traditionally positioned as an “evening treat”, Cadbury has seen a recent boom in combining Cadbury Dairy Milk with biscuits brands such as Oreo, and Williams says this is something the brand is looking to capitalise on. “We definitely see a big growth opportunity for snacking in the context of chocolate,” he said. “So if you’re looking to treat yourself in the evening chocolate is the number one choice, at other parts of the day there are other choices people might consider.
“So why not enjoy Cadbury Dairy Milk with Ritz or Lu with your cup of tea rather than a chocolate digestive? It might sound simplistic but it’s a great growth opportunity for our business and a great opportunity for retailers.”
The two product launches come on the back of significant success for Cadbury, which hit a value of £500 million at the end of last year, and saw a great response to its real-time marketing around the BRITs, a tactic Williams said Cadbury will continue to invest in.
“Real-time marketing is something that has been part of our agenda for some time now.
“It’s a continuation of the investment we made in the last few years in our digital and social capability and it’s something we will continue doing. Whether it’s in this new product launch or in other activities", he added.
A 30 second TVC created by Fallon, premieres on British television on the evening of 1 March before rolling out to cinemas and VOD. A 60 second digital version on the Cadbury YouTube channel and on the Cadbury Dairy Milk Facebook page follows.
Williams said the campaign has been strategically planned around the afternoon “tea break moment” with much of the spend and activity focussed around that time of day.
Earlier this month Mondelez, the American food giant behind Cadbury Dairy Milk, attributed its 6.5 per cent revenue lift to the brand.