Cadbury Snaps 'subtitles' by Publicis

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Cadbury is relaunching its Snaps brand with a TV campaign that focuses on the idea that, while they are made for sharing, no one wants to. The 30-second spot, created by Publicis, shows three women drinking coffee. The hostess reluctantly gets out her Snaps. As the friends share them, their conversation remains sunny and friendly, however, their true feelings flash up on the screen. In one scene one friend apologies for taking five, while the subtitles on the screen read "Brilliant I've got five". The other thinks "Wish I'd thought of that". The hostess says "don't worry", but actually thinks "Greedy witch". The spot ends with the strap line "Made for sharing", which is subtitled with the line "Made for you".

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Released: 22 November 2006


Project name
Cadbury Snaps "subtitles" campaign
Kevin Banfield, head of marketing giving and sharing at Cadbury Trebor Bassett
Explain the product, make it desirable and give it context. Get our target audience to try Snaps next time they are looking for a snack or treat for a social occasion.
Creative agency
Gary Turner
Art director
Jamie Marshall
Planner (creative agency)
Wendy Lanchin
Media agency
Media planner
Matt Wilson
Production company
Hungry Man
Paul Gay
Joe Parsons, The Whitehouse
TV - The Mill; Online - Finish Post
Audio post-production
National television

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