Caramilk

VCCP unveils debut Caramilk campaign

Integrated campaign inspired by Australians

By creative salon

VCCP is supporting Cadburys biggest product launch in years for Caramilk with ‘Just Ask An Aussie’, an integrated campaign that uses real life quotes from Aussies which show the Brits just how much they love Caramilk, and encourages Brits to ask an Aussie for themselves to find out what the fuss is all about.

Targeted at UK millennials, the campaign will run for two months across DOOH, OOH, Facebook, Instagram, Twitter, TikTok and YouTube.It uses claims about Caramilk such as “you’ll love it more than your cat”, “you’ll think about it while eating other chocolate”, and even “you’d give up your gran for one”.

Cadbury will also roll out a series of high impact DOOH sites, such as Waterloo Motion, that hero real tweets and playful social posts from loyal Aussie fans who have confessed their love of Caramilk to their followers, and are now tasked with the job of flying the flag in the UK.

Beatrice Berutti,  Brand Manager at Mondelez International said: “It’s been months in the making, but we’re excited to finally launch Caramilk in the UK. After seeing the social media storm of Aussie fans’ reaction to our Caramilk bar we just knew we had to add this much-loved classic to our UK chocolate bar range.”

Chris Birch, Executive Creative Director at VCCP London added: “It’s not every day you get to launch a chocolate bar as ace as Caramilk, so we were excited to welcome our Aussie cousin from down under to British shelves. And when you've got Aussies like Ravi from Melbourne saying he’d give up his Gran for one or Romelie from Perth saying she'd like a sofa made out of it, well we had to use their delicious advocacy."

Credits

CAMPAIGN TITLE: Just Ask An Aussie

CLIENT: Mondelez

ADVERTISING AGENCY: VCCP

EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonny Parker

CREATIVES: Ben Evans & Adam Sears

EDITORIAL DIRECTOR: Aurel Pakula

BUSINESS DIRECTOR: Matt Smith

ACCOUNT DIRECTOR: Sophie Bowler

ACCOUNT MANAGER: Xanthe Fuller

PLANNING DIRECTOR: Gethin James

PLANNER: Lloyd Scott

AGENCY CREATIVE PRODUCER: Pete Lewendon

INTEGRATED PROJECT DIRECTOR: Jon Dewart

HEAD OF INTEGRATED PRODUCTION: Ryan O’Kane

CX PROJECT DIRECTOR: Hazel Coleman

DIGITAL PRODUCERS: Melissa Arthur & Anthony Grace

HEAD OF DESIGN: Jordan Blood

DESIGN DIRECTORS: Phil Tee, Lee Bodell & Adam Edwards

DESIGNERS: Tegan Barnes & Francesca Ciafre

MOTION DESIGNERS: Ondrej Hanel, Ivan Huri, Sam Kim, Gregory Mills

SENIOR CREATIVE ARTWORKERS: Toby Kadir & Liam Leal

MONDELEZ ASSOCIATE DIRECTOR MARKETING CADBURY EQUITY: Colin O’Toole

MONDELEZ MARKETING DIRECTOR CONFECTIONARY UK&I: Benazir Barlet-Batada

MONDELEZ MARKETING MANAGER: Michael Moore

MONDELEZ BRAND MANAGER: Beatrice Berutti

MONDELEZ BRAND EXECUTIVE: Ellie Swales

MEDIA: Carat

PRODUCTION COMPANY: Girl&Bear and VCCP CX

PR: Golin

COMMUNITY MANAGEMENT: Elvis

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