Cadbury returns to TV with Publicis' debut brand work

Cadbury returns to TV brand advertising this week with a series of themed ads all ending with the strapline: "Your happiness loves Cadbury."

The appearance of the films marks the first significant work by Publicis since picking up the Cadbury global brand assignment at the end of 2002.

The nationwide TV, poster and press initiative will be backed by a spend of more than £35 million during 2004. This includes the sponsorship of ITV's Coronation Street.

The advertising will concentrate on the flagship Cadbury Dairy Milk but there will be separate treatments for products including Cadbury Flake, Cadbury Creme Egg and Cadbury Roses.

All the commercials show how the Cadbury brand and products combine to make people happy. Happiness is represented by animals, which share their thoughts with viewers.

Starcom Motive is handling media planning and buying for the campaign, which was written and art directed by Molly Godet and Jim Saunders. The films were directed by Noam Murro at Biscuit Films. The project was overseen by Nik Studzinski, the executive creative director at Publicis, and Gavin Kellett, the agency's head of copy.

The ad strategy is being driven by what Cadbury claims is the success of the Dairy Milk range - sales grew 24 per cent since it relaunched last year.

Mike Tipping, the head of customer relations at Cadbury Trebor Bassett, claimed the campaign would be the first of its kind in the confectionery sector.

"All Cadbury advertising will have a consistent style, tone and manner that will reinforce the brand values that have seen the Cadbury name become synonymous with chocolate," he said.