Cadbury is investing heavily in its singles brands such as Crunchie, Twirl and Wispa for the first time in 20 years, overtly setting its sights on a new younger market with Shazam and Snapchat campaigns in the works.
The new 'Obey Your Mouth' creative launches with the Cadbury Crunchie at the fore; the full range of chocolate bars will be eventually be spotlighted. A 30-second spot - the first in 16 years for the honeycomb treat - is to be released tomorrow (11 May).
Consumers will be able to scan out of home six-sheets located across the country in order additional mobile entertainment via Shazam.
Additionally, Crunchie-sponsored Snapchat lenses will be unveiled on three consecutive Fridays throughout May, in order to highlight the brand's 'Friday Feeling' arm of the campaign to a new audience.
The initiative will also span in-store, PR and digital, and buses in London and Manchester will be wrapped in gold.
Amid the sugar debate, the Mondelez brand is also pushing the message that all its singles bar servings come in at less than 250 calories.
Nuria Antoja, marketing manager for Mondelez International, said: “With this campaign we aim to show consumers that no matter what taste experience they’re looking for, Cadbury has a chocolate bar for them. We are also excited to be bringing back a new Crunchie campaign after over a decade and introduce it to a new generation of Cadbury fans who may never have seen the original TV ads before.
"We look forward to seeing what our younger audiences think and the joyful experiences they’ll have with our ultimate Friday Feeling chocolate treat.”
Cadbury previously experimented with Snapchat lenses back in Easter as part of its seasonal Creme Egg push.