Guests will be invited to become Cadbury Milk Tray Operatives for one night only and watch the new advert before it airs. Yplan will handle the registration and guests will be sent a secret identity, dress code and details of the Cadbury Milk Tray command base meeting point.
At the evening itself, organised by Golin, guests will take part in interactive experiences alongside the new Milk Tray Man, firefighter Patrick McBride who beat over 20,000 hopefuls to the role by showcasing his thoughtful side. The event is part of a £3m campaign across live, PR, in-store and social media.
Mondélez International marketing manager Steve Rich said: "To mark the launch of one of our most epic Cadbury Milk Tray advert’s we really wanted to reward and immerse our fans in a way a brand has never done before. By offering them the opportunity to join Patrick on his first ever mission at this unique event, we hope to increase excitement and get everyone talking about Cadbury Milk Tray once more."
In May, Cadbury's Dairy Milk Medley Lounge opened to the public offering beauty treatments including manicures and massages, while guests enjoyed drinks and samples of the new products.
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