Cadbury Dairy Milk 'Helium Bubbly' by Fallon
Cadbury launched an April Fools' campaign for its Dairy Milk Bubbly bar "made with helium".
Two videos, a video blog about the product and "amateur" footage of the floating bar were released and seeded via the Cadbury social community. Digital posters featuring the "new" bar appeared at national rail stations.
The activity forms part of the "Joyville" campaign.