Cadbury Crunchie has unveiled a new above-the-line campaign to introduce Cadbury Crunchie Rocks.
Already appearing in stores across the UK, the 145g share packs are a combination of crispy Crunchie honeycomb pieces and golden cornflakes tumbled in Cadbury milk chocolate, designed to help consumers share ‘that Friday Feeling’.
The new Cadbury Crunchie Rocks TV campaign will be supported by a rock-themed national outdoor and digital campaign, encouraging people to experience ‘that Friday Feeling’ – no matter what day of the week it is.
The film tells the story of Crunchie’s ‘Friday Engineers’ who can take any situation and turn it into a moment, igniting ‘that Friday Feeling’. The unsuspecting man featured in the launch advert does something we’ve all been known to do, and starts singing to himself as he’s getting ready.
As he’s going about his business, the Crunchie Friday Feeling Engineers turn up the ante on ‘that Friday Feeling’ until the man is belting out Tina Turner’s ‘We Don’t Need Another Hero’ on a massive stage, full of vivaciousness and free from any inhibitions.
“The launch of Cadbury Crunchie Rocks is an exciting new addition to the Cadbury Bitesize portfolio, and a welcome extension of the Crunchie brand,” said Brand Manager for Cadbury Crunchie, Ross Farquhar.
“Cadbury Crunchie has always been synonymous with that Friday Feeling , but Crunchie Rocks builds on the insight that the Friday Feeling isn’t something limited to an individual moment, it’s best shared.”
The production was created by Fallon and is being supported by a PR campaign, developed by the Red Consultancy. The film will be aired across a media package negotiated by Phd including TV and online media.
The campaign will also feature outdoor executions on billboards near Grocery outlets. Additionally, Crunchie will launch a major new social media game called ‘Friday Town’, developed by nDreams, at www.facebook.com/crunchie and have been working with Clusta to build an app to be launched on Facebook following the campaign launch.