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New dimension sharing chocolate in campaign Cadbury

Nowy wymiar dzielenia się czekoladą w kampanii Cadbury

The new campaign Cadbury is an innovative approach to the concept sharing self. Through creative design of packaging the brand recognizes the importance of small gestures of kindness, which build relationships between people.

New packages of purple tabs Dairy Milk have been divided in sections referring to the “contribution”, which individuals have while performing some activities.

Example: in preparing meals, someone is responsible for cooking, someone another for cleaning, and someone another for eating the meal. The largest part of chocolate was allocated to the person, who had the greatest participation in the whole process.

Cadbury gives those same to understand, that the sharing should be fair – the more you do,

the more cubes of chocolate you have.

Limited edition chocolates Cadbury phot. mat. press Limited edition chocolates Cadbury phot. mat. press

– This campaign, which reflects the essence of our brand, whose foundation is honesty. Through the designed tables we want to flatter the small acts of kindness, which they make, that life becomes slightly sweeter – says Elise Burditt, senior director at Cadbury UK.

– We usually think about sharing in the context of holidays, birthdays or anniversaries. However the beginning of the year is a peaceful period, so we decided to pay attention to smaller, daily acts of kindness. New tables Dairy Milk encourage to share with

people, who we care – roommates, colleagues from work or friends –

explain Tom Lee and Alice Goodrich, creators of

campaign with VCCP.

Limited edition chocolates Cadbury phot. mat. press Limited edition chocolates Cadbury phot. mat. press

The campaign includes activities on social media, television, retail and digital out-of-home advertising. For the actiondedicatedposters,whichwillbeplacedinstrategiclocations,emphasizingtheideaofsharingand appreciatingthose,whoare willingto domoreforothers.

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