The Kraft team at PHD are very excited to announce the launch of Crispello, Cadbury’s first new brand in 20 years!
Over the past 10 years, Cadbury’s young female audience has reduced its frequency of chocolate consumption (either choosing other snacks or avoiding snacking at all). Cadbury’s answer to this is Crispello – a lighter chocolate option, made up of 3 small chocolate pieces with wafer round the outside and chocolate cream in the middle. Crispello comes in one package that can be eaten one at a time and resealed, with the aim to remove the guilt associated with eating chocolate.
Press is the backbone of the launch; primarily with display ads and with advertorial support in selected women’s weeklies. The role of the advertorials is to introduce Crispello’s justification service, which not only justifies chocolate, but other female indulgences too, such as treating yourself to a new handbag.
Readers are encouraged to use the justification service via Twitter using #crispellototallyjustified. When readers tweet for a justification to treat themselves to an item on the magazine page, they will not only receive a justification back from Crispello, but will also be entered into a competition with the chance to win the items on the page.
This launch is also being supported in outdoor formats and online, going live today so keep your eyes open!
Finally, don’t miss out on your chance to sample Crispello this Thursday in Boots on Oxford Street (opposite Debenhams) from midday until 8pm.
Posted by Holly David, Media Planner (@holly_vid)