The activity sought to highlight the product’s new global campaign creative, which replaces ‘Free The Joy’, and is focused on bringing the feeling of the taste of Cadbury Dairy Milk to life.
Visitors to the branded, purple-coloured space were invited to remove their shoes and walk on a giant sea of bubble wrap, as they sampled Cadbury Dairy Milk. The idea was to link the satisfaction that comes from popping bubble wrap with the sensations associated with consuming the brand’s Dairy Milk chocolate products.
In reference to the new campaign, the installation also comprised a series of 3D letters that spelt out the Tastes Like This Feels tagline, which were similarly covered in bubble wrap.
The new global campaign aims to connect with consumers at various touch points, and will include ongoing experiential activity and brand partnerships as well as digital, ambient, PR, topical, tactical and social media activations.
Agencies Golin, Fallon, RPM, Elvis and Carat were behind the activation.
Matthew Williams, marketing director at Cadbury said: "With this campaign we want to remind people that joy is never far away. By focussing on the unique taste sensations that each chocolate bar in the range delivers, consumers will be able to easily identify the right bar for them that will lead to their moment of joy – whether it’s the intense satisfaction that can only be achieved with the classic Cadbury Dairy Milk, the indulgent experience you can expect from Cadbury Dairy Milk Medley, or the adventurous experience of Cadbury Big Taste."
Cadbury teamed up with the London Contemporary Orchestra (LCO) in February, to host a live music performance where nine compositions, one for each Cadbury Dairy Milk flavour, were performed.