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Cadbury Dairy Milk has released a new global creative platform called "tastes like this feels", pinning its hopes on a bit more animal magic to restore the lustre to its advertising.

The first ad in the new campaign, by Fallon London, features YouTube footage of a bear scratching its back on a tree to That’s The Way I Like It by KC and the Sunshine Band. The TV ad first aired on ITV on 2 April, and it will be followed by two more commercials in the coming months. Cadbury’s most popular ad featured a gorilla drumming along to a Phil Collins track.