Cadbury is investing £18m in a new three-year ‘Obey your mouth’ campaign to drive sales of its single chocolate bars.
The activity marks the brand’s biggest marketing spend since the 2012 Olympics and will see Cadbury Crunchie return to TV for the first time in 16 years.
The ‘Obey your mouth’ activity will promote Crunchies, Cadbury Wispa, Cadbury Double Decker, Cadbury Boost and Cadbury Twirl.
The brand will invest £6m each year in advertising Obey your mouth, focusing on each flavour. The first ads promote Crunchie and Double Decker.
The campaign will include outdoor advertising and digital activity, including messaging app Snapchat and music app Shazam.
Retailers can also promote the singles range with PoS.
Susan Nash, trade communications for Mondelez said chocolate singles had suffered from a slight dip in sales last year but the sector is now recovering.
“Our task is to recruit new shoppers and remind older ones,” she added.
More product news: Cadbury Dairy Milk unveils its 'biggest launch of 2019' with Freddo Treasures