Breaking tomorrow during The X Factor, the 30-second ad shows the bar being pampered in the most luxurious surroundings in front of log fires on beaches and in spas, ending with the strapline, 'the most pampered chocolate bar in the world'.
Created by Fallon, the campaign will also include digital, PR and outdoor, which has a total media spend of £2.2m. The campaign will run until 14 November, with media handled by PHD.
Cadbury Dairy Milk Bliss is also partnering with Nails inc to create two limited edition nail varnishes inspired by the bar; Vanilla Bliss and Cocoa Bliss.
The two shades will be available to Sainsbury’s customers in a text-to-win promotion, where 1,000 polishes are available to win every day for three weeks. The polishes will also be on sale at Nails inc stores priced at £11 each.
The new six-piece chocolate bar contains a smooth vanilla mousse covered in Cadbury Dairy Milk.
Cadbury Dairy Milk brand manager Luciana Andreoni said: "Cadbury Dairy Milk Bliss has been created to provide a moment of pure, blissful indulgence for chocolate lovers. The multimedia campaign takes this theme of indulgence and pampering and adds a light-hearted Cadbury touch to the creative."
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