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By Amy Houston, Senior Reporter

November 20, 2023 | 3 min read

The special build outdoor ad in Leeds is brimming with baubles and fairy lights.

After almost 10 years away from shelves, confectionary brand Cadbury is bringing back its chocolate coins right in time for the festive period.

To mark the occasion, the Mondalez-owned company and its ad agency VCCP have released a fully integrated ad campaign that includes a special out-of-home (OOH) build in Leeds.

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Created by experience agency Energy, in a behind-the-scenes video viewers see how the original poster just keeps getting more extravagant as more and more decorations are added.

Emma Jayne Paxton, senior brand manager for Cadbury Christmas and Halloween at Mondelez International, said: “Cadbury Coins had been missing from UK shelves for almost a decade, so we wanted to make a lot of noise to celebrate their return. Coins coming back meant our Christmas spirit was revitalized and we’ve unapologetically gone all out with our decor to shout about their return, spreading our contagious festive cheer. Bring on Cadbury coins and bring on Christmas.”

Cadbury also tracked down three homes where the occupants just can’t wait to decorate for Christmas and who always go overboard. It helped them to make their homes extra Christmassy with special Cadbury Coins lights and captured the results for social media, with filming taking place in October.

“You all know the ones, the people who just can’t wait for Christmas. Who are bursting with tinsel and jingle bells before we’ve even finished trick or treating. Well, this year, that was Cadbury. Bless ’em. But you can’t blame them, Coins have been off shelves for 10 years, can you believe it? Their return is a bigger deal than the nose on that reindeer fella,” added Caroline Rawlings, creative director at VCCP London.

“Coins are icons of Christmas. So sure, the leaves have barely left the trees, but Coins are back. Bring on Christmas and all the tinsel, baubles and fairy lights you can possibly carry. This was just a delight of a campaign to work on with a team of excellent people who made having meetings about how much tinsel was too much tinsel in August actually beyond palatable.”

The campaign will run across OOH, digital OOH, social, print and digital until December 17 and will be supported by owned channel activity by Elvis. Publicis Media is responsible for media planning and execution.

Like this story? Watch all the latest Christmas ads here.

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