A giant 3D chocolate bar that looks good enough to eat brought a touch of the marvellous to the UK’s streets from 6 May. Part of a wider outdoor advertising campaign, the billboards were transformed to recreate giant tablet bars of new Cadbury Dairy Milk Marvellous Creations ‘Jelly Popping Candy Shells’.
Back in 2006, Cadbury's Outdoor campaign caused a similar sensation on the streets with a giant chocolate billboard that gradually disappeared bite by bite - click here to view.
2013's campaign featured five specially-moulded fibre-glass billboards located in Manchester, Birmingham, Leeds and London’s Tottenham Court Road in a two-week campaign with JCDecaux Innovate that was planned and booked by PHD and Talon Outdoor.
In April 2013 Cadbury Dairy Milk launched new tongue-tingling Cadbury Dairy Milk Marvellous Creations ‘Jelly Popping Candy Shells’, combining popping candy, scrumptious jelly and sugar coated cocoa candy pieces. The billboards recreate the wacky ‘crazy-paving’ design and candy-striped packaging of the new tablet chocolate, providing an eye-catching prompt to consumers out and about shopping, snacking and socialising.
Matthew Williams, marketing director at Mondelēz International, said: “Our chocolate creators have tried and tested all manner of crazy concoctions – we left no stone unturned in our quest for the most marvellous combinations we could find, and we think we’ve found the magic formula with ‘Jelly Popping Candy Shells’ and ‘Cookie Nut Crunch’. You won’t find anything quite like this on the nation’s confectionery shelves at the moment, with unexpectedly delicious flavours, textures and shapes delivering a taste sensation like no other!”
Cadbury Dairy Milk Marvellous Creations (‘Jelly Popping Candy Shells’ and ‘Cookie Nut Crunch’) is supported by a £7 million UK marketing investment in 2013, including  TV, Outdoor and  experiential activity alongside sampling, PR, social media and digital campaigns.