Cadbury makes winter pitch in China

The ad is the end result of six months research and development after the company bolstered its operations in China earlier this year to capitalise on the country's growing appetite for Western chocolate. The company previously ran ads in China developed from its regional HQ in Singapore if they were regarded as appropriate for the market. Cadbury selected a natural setting for the ad, for Cadbury's Dairy Milk bar, which shows a nymph savouring the bar by a shaded pool, to underscore its use of fresh rather than powdered milk, which the company feels will differentiate Diary Milk from competitor brands. The company has also changed Dairy Milk's formula in China and wants the new campaign to usher in the new taste. The ad, which will run until Valentine's Day in first and second tier cities, is supported by print ads in youth and fashion magazines and outdoor media, including a lightbox wrapped in Dairy Milk's purple wrapper, which the pubic is encouraged to tear off to reveal the ad inside. The campaign also uses posters and branded buses and trains. Media was handled by Carat. Foreign chocolate remains relatively expensive compared with local brands and Dairy Milk will be vying for palettes at the upper end of the market with European and US brands such as Kit-Kat and Dove. Masterfoods-owned Dove has launched its own TVC this winter developed by Nitro, and as a well established brand in China Dove will present stiff competition for Dairy Milk.