Cadbury is investing £2.8 million of media spend into supporting the launch of Twirl Bites - the first time in 15 years that it has put advertising spend behind the brand.
The campaign kicks off with a TV ad, airing in the UK on September 10 for four weeks. The media plan also includes a 60 second cut for cinema and a variety of 10 second spots.
The ad, created by Fallon, has been directed by French music and film director Yoann Lemoine and plays on the idea of ‘twirling’ and how this simple pleasure can provide a little uplift in your day.
Renowned visual effects specialists Mattes and Miniatures hand crafted a bespoke ‘Twirly-gig’ – a complex spinning structure made up of mesmerizing fans and propellers, which show everyday moments with a fun and playful Cadbury twist; a carwash with penguins or office workers spinning on their chairs.
Jane Furze, marketing manager, My Daily Treat said, “As this is our first above-the-line UK ad campaign for Twirl for 15 years, we wanted to mark the introduction of Twirl Bites with an uplifting spectacle that also illustrates the magic and creativity that consumers now expect from a Cadbury campaign.
“Twirl Bites is an important launch for us as it taps into a rising trend which has seen consumers enjoying treats at home. The bitesize category is now worth £301M, accounting for 6.6% of confectionery sales”.
The campaign also includes outdoor, in-store POS and PR support.