In the busy Cadbury’s factory in leafy Birmingham suburb Bourneville, staff are exiting the factory exhausted after a double-shift to add heart-shaped stickers to boxes of Milk Tray in the run up to Valentine’s Day.
The boxes, to be strategically placed in Petrol Stations and Supermarket foyers from the 13th February, are part of the American-owned confectionary giant’s new advertising campaign. Eschewing drumming gorillas and dancing clothes, Cadbury’s aim to return to their roots and deliver adverts that trigger nostalgia in their target market.
In their new advert, to go live online to coincide with the modified Milk Tray roll-out, a rugged man in a black roll-neck will drive his Ford Focus at speed through rush-hour traffic, before stopping on a driveway, shimmying up a drainpipe and leaving a box of the mid-priced chocolates on the bed with a note simply saying ‘Sorry x’.
The advert concludes with the new slogan “And all because the man forgot Valentine’s Day.”
The adverts will be online only, to go live from 11:30am on the Sky Sports and Autotrader websites.
The campaign has been met with praise from the advertising industry, with journalists commenting on the “Witty and truthful content”, along with the “deconstruction of the British Work-a-day man.”
The adverts have not been universally well-received however, with members of the British Dying Flower Sellers outraged at Cadbury’s tactics. “Valentine’s Day is clearly our turf.” Said a spokesman yesterday. “Men know that their wives appreciate wilting carnations and puckered roses and that nothing spells romance quite like these.”
Cadbury’s introduces heart sticker on Milk Tray for Valentine’s Day
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In the busy Cadbury’s factory in leafy Birmingham suburb Bourneville, staff are exiting the factory exhausted after a double-shift to add heart-shaped stickers to boxes of Milk Tray in the run up to Valentine’s Day.Posted 6 months ago #
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