Media Ad of the Day Brand Strategy

Ad of the Day: Cadbury unveils ‘glitchy’ billboards to tease mystery chocolate flavors


By Amy Houston | Senior Reporter

July 19, 2022 | 3 min read

Cadbury, alongside agency partner VCCP London, has put taste buds to the test with an integrated advertising campaign that purposefully ‘glitches’ to keep the new flavors under wraps – for now.


Dairy Milk’s Mystery Bars ads deliberately obscure the flavor – leaving chocolate-lovers to guess / VCCP London

‘Cadbury Mystery Bars’ celebrates two limited-edition versions of the Dairy Milk bar, with the brand inviting chocolate-lovers the chance to win £5,000 if they solve the secret.

Eagle-eyed people are being encouraged to keep their eyes peeled for crinkled bus stop ads, ‘glitchy’ digital posters and social posts that don’t seem to fully load.

“We are incredibly excited to launch this brand new competition from Cadbury Dairy Milk and challenge the nation to solve the flavors of Cadbury Mystery Bars,” said Pippa Rodgers, brand manager for Cadbury Dairy Milk.

“We can’t wait to see the public’s reactions and creative guesses as friends and family come together to solve the mystery flavors.”


Mystery bars 1 and 2 will be available to purchase in stores from mid-July until October of this year.

Angus Vine, creative director at VCCP London, added: “Our campaign deliberately obscures the Mystery Bar flavors to drive intrigue across out-of-home (OOH), digital out-of-home (DOOH), radio and social, in a series of different ways that are bespoke to the individual media formats.”


The campaign will run in the UK across multiple formats including OOH, online and social, as well as media partnerships including a digital audio campaign with Spotify. All media has been planned and executed by Carat. A consumer PR campaign has been led by Ogilvy PR.

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