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Cadbury prescribes chocolaty wafer respite in first Time Out ads for 30 years


By Amy Houston, Senior Reporter

July 4, 2023 | 3 min read

VCCP is behind the short videos and billboards, which shine a light on the stresses of everyday life.

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VCCP's ad for Cadbury / VCCP

Cadbury is ‘Calling Time Out’ on the frustrations of everyday life by offering a tasty chocolate wafer respite.

Across a series of videos and billboards, the campaign features large black and white typography spelling out phrases such as ‘Argh’, ‘Busy’, ‘Meetings about Meetings’, and ‘Blahblahblah’. The text is juxtaposed with a ‘Time to Call Timeout’ roundel in Cadbury purple.

Created by the agency of record VCCP, the new campaign hopes to reach a new and younger audience of 24- to 45-year-olds.

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Diana Mamulian, brand manager of Cadbury Biscuits at Mondelez International, said: “For such an iconic and well-loved Cadbury product, Time Out needed a big and bold campaign to match. Built around the concept of providing that all-important respite from the stresses of everyday life, our striking out-of-home encourages the nation to take that all-important time out when needed.”

Programmatic out-of-home ads will also appear up and down the UK, running during frustrations such as heavy traffic, sweat-inducing temperatures and train delays.

Jim Thornton, executive creative director at VCCP London, added: “What a dream brief – relaunch one of my favorite Cadbury products from my youth with a name that’s a gift in these noisy, hectic, overwhelming times. It feels like a long time since I’ve had the privilege of working on such single-minded, impactful out-of-home.”

Media was planned and executed by Publicis Media, PR was led by TinMan and community management is being driven by Elvis.

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