Play with your food
The latest Cadbury's campaign might have a cinematic tv ad () and a social media gaming element with competing facebook groups ( & ) but the best bit is the chocolate bar they've invented.
It has three segments: one with spots, one with stripes, and a middle section covered with stars for the winner of the challenge printed on the inside of the wrapper.
Product as media channel. That's proper integrated thinking.
David Yates
Planning Director
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