The sampling tour runs for five weeks from today (25 February), and recreates Cadbury's magical Joyville world through live canvas billboards hiding costumed actors intent on finding the 'Honorary Cadbury Taster'.
Consumers are being asked to invent a new word to define the taste of Cadbury Dairy Milk, and the winner will become Cadbury's chocolate taster.
Spearheaded by Claudia Winkleman and Brian Blessed, the initiative will call at train stations, major shopping centres, Vue cinemas and service stations.
Passersby will be encouraged to submit their descriptive words online to become the next taster. They will also get the opportunity to design a unique Cadbury Dairy Milk bar and sample all new Cadbury chocolate before it hits the shelves.
Claire Low, marketing manager for Cadbury Dairy Milk, said: "People all over the country have been enjoying the taste of Cadbury Dairy Milk for over a century. This new campaign is about reminding the public about why this iconic taste has stood the test of time and to get them thinking about why Dairy Milk is the chocolate they just couldn’t live without."
This new initiative follows the launch of the Cadbury Dairy Milk advertising campaign earlier this month.
Comment below and let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.