NEWS: GGT reveals first Dairy Milk ad

GGT has unveiled its debut work for Cadbury’s Dairy Milk after winning the account when Bartle Bogle Hegarty resigned the business last November.

GGT has unveiled its debut work for Cadbury’s Dairy Milk after winning

the account when Bartle Bogle Hegarty resigned the business last

November.



Dairy Milk has spent little on advertising since its split with BBH last

year, and the new campaign centres on a national tactical bus-side

blitz. This will publicise the fact that the Cadbury’s Dairy Milk 200

gram bar is 25 per cent larger for the same price.



The campaign introduces a new character, Edna, a real pensioner from

Lichfield, who finds the new bar too big to finish, saying: ‘It’s so big

- I couldn’t even finish mine.’ Edna is helped out by her real grandson,

Brett, who admits: ‘I ate the bit my Gran couldn’t finish.’



Another of the four executions shows a real-life newsagent, called Gez,

saying: ‘A woman from Lichfield couldn’t even finish it.’



The idea behind the pounds 300,000 campaign, which was created by Andy

Lockley and James Gillham at GGT, was to create a bus-side saga, with

the four posters interacting at the same time.



It moves on from BBH’s work, which portrayed the secret moments as

chocoholics dealt with the temptation of a bar of Dairy Milk.



Media for the campaign, which breaks at the beginning of June, is being

handled by TMD Carat.



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