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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Inside the Cadbury Dairy Milk pop up where trinkets are worth more than money

Cadbury has brought its latest ad, which features a young girl swapping trinkets and knick knacks for a chocolate bar, to life in the form of a pop-up shop in the centre of London.

The pop up was produced by VCCP as a real life recreation of Cadbury's lastest ad. The shop, styled like the grocers in the ad, ‘Glass and a Half’ store is poised to hand out over 10,000 bars of chocolate in the capital over the next few days.

Dairy Milk lovers can visit the store and swap any unwanted items for a bar of the chocolate. Some of the items handed over so far have included a clothes peg and an emergency condom, but others have been donating more generously; exchanging full size beauty kits and items of clothing because at the end of the push each worthwhile item will be donated to charity.

Benazir Barlet-Batada, brand equity lead at Cadbury explained in the video above that the event is designed to bring a bit of fun following on from the brand's most recent feel-good ad.

“Don’t worry if you haven’t got a trinket we will give you one," she warned consumers.

At the end of it’s run in London, the store will tour Birmingham and Sheffield to share the chocolate-y joy with other UK cities.

See more of what to expect from the store in the video above.

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