The chocolate impulse and snacking category is in decline as the consumer is now faced with a range of snacking alternatives. Chocolate is no longer seen as such a permissive snacking option as it was many years ago. There is almost a social stigma associated with eating chocolate at your desk or whilst on the move, and with the new array of snacks, chocolate can also be seen as old fashioned.

Although Cadbury's advertising always contains clear branding around a strong purple background, it sometimes lacks the strong individual brand personalities and real point of difference. Cadbury's brand needed an unprecedented presence that bought the brand closer to its consumers' everyday experiences.

The core Dairy Milk brand was supported through a combination of classic brand campaigns including; the launch of the 2014 Cadbury's Unwrap promotion, where we were giving consumers the chance to "Unwrap Joy." By unwrapping a winning code on any participating countline brand customers were able to win something dear to them modelled in chocolate - their favourite pet, musical instrument or best pair of football boots. We drove awareness of the promotion on CTN proximity 6s, key city mega 6s and digital portraits, national rail D6s, on London Underground and Amscreen.

For Unwrap the Joy "the packs proved a major driver of consideration, along with POS and outdoor". Response to the ad was positive, being more persuasive and informative than the norm and did a good job of boosting taste and joy perceptions among people who don't normally buy CDM. It also portrayed Cadbury's as a more fun and happy brand and boosted consideration among non-users.