Entitled 'Share the happiness', the new campaign is a fresh update from Cadbury Dairy Milk to invigorate and further enhance its popularity by expanding its base for the first time to generation Y while continuing its appeal to its loyal family consumers.
The first phase features a 30-second TVC to be shown nation-wide showing how sharing and happiness can be escalated with just a single thought and action from a young man and woman. Soon enough, the entire community joins in, multiplying the happiness.
The integrated marketing campaign also includes billboards and in-store activation, together with a revamp of Cadbury's Facebook page.
The launch will continue with two more phases to be unveiled later this year.
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