2005 is the Centenary of the nation’s favourite chocolate brand, Cadbury Dairy Milk, and Cadbury Trebor Bassett is planning a multi-million pound through-the-line campaign to celebrate its birthday. Big Group has been appointed to develop a dedicated Centenary website (www.cadburydairymilk.co.uk
) where consumers can interact with all elements of the celebrations.
The campaign theme will be ‘celebrating 100 years of happiness’ and promotional activity will centre on Cadbury Dairy Milk ‘sharing moments of happiness’ with the nation throughout the year. In keeping with this, the site will include a huge range of interactive features, from a weekly competition to win high value prizes to e-cards. Consumers can also sign up to receive ‘happy thoughts’ on email or find out fascinating facts about the brand. A heritage section will include the history of Cadbury Dairy Milk as well as world events of the last 100 years to show how CDM has been part of our lives over the past century. The website will be promoted widely, via on-pack, PR and advertising and online.
Marketing director, Louise Cooke, says, “2005 is set to be the biggest twelve months in Cadbury Dairy Milk’s 100-year history and we are aiming to touch the lives of everyone in the country with our celebrations.”
The celebrations follow two exceptional years of success for Cadbury Dairy Milk. Worth more than £320m, Cadbury Dairy Milk is purchased by over 65% of the UK population.
Big Group is a digital marketing agency retained on the Cadbury Trebor Bassett roster.