Saturday 17 March 2018

Dairy Milk launches new campaign to seduce consumers

FOLLOWING on from last year’s ‘Spots v Stripes’ campaign, Cadbury Dairy Milk has launched its biggest ever integrated marketing campaign in Ireland.

Running from September through to November, the campaign will be supported by a spend of over €2m.

The integrated marketing campaign will involve advertising, digital and social media, PR, sampling and sales promotion channels developed in partnership with Publicis QMP, MCsquared, Ogilvy One and PHD.

Commenting on the new campaign, Dairy Milk’s brand manager Aideen Murphy said: “The integrated programme is designed to create a temptation trail reminding consumers about the distinctive irresistible taste of Dairy Milk.”

The company worked with Publicis QMP and production house Brand New School and director Jonathon Notaro to develop a TV ad intended to “seduce” the viewers with footage of tempting, mouth-watering chocolate in all its glory.

The TV ad debuted during the ‘X Factor’ last Saturday and the campaign will be released in three key phases through national TV, mobile, outdoor, social media and glossy magazines. Cadbury says the media strategy incorporates “new and innovative ways to communicate directly with chocolate lovers”.

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