Cadbury has launched a global brand campaign for its Dairy Milk brand, replacing the ‘Free the Joy’ slogan with ‘Taste like this feels’ with a concentrated emphasis on “moments of joy”

The new creative launched on 2nd April with an experiential event at Westfield shopping centre in London. Shoppers were encouraged to remove their shoes and experience the taste and feeling of Cadbury Dairy Milk by walking on a floor of bubble wrap while enjoying their own sample of the product. The idea was to link the satisfaction that comes from popping bubble wrap with the sensations associated with consuming the brand’s Dairy Milk chocolate.

This event will now be followed by three television advertisements that will be released over the next few months. All three ads aim to use a different metaphor to evoke the feeling of eating the chocolate under the tagline‘Tastes like this feels’.

The first ad aired on Saturday during the prime ad slot for  Ant & Dec’s Saturday Night Takeaway. It includes real-life footage sourced from YouTube featuring a bear scratching its back against a tree to relieve an itch.

The main campaign will also be supported by ongoing digital, experiential, PR, and social media activation.

Just spotted this on their twitter page which highlights how the brand are attempting to stimulate other senses to make the chocolate more enjoyable thus highlighting a larger emphasis on the “feeling” a consumer experiences whilst eating their chocolate.


Matthew Williams, Cadbury marketing director, says: “With this campaign we want to remind people that joy is never far away. By focusing on the unique taste sensations that each chocolate bar in the range delivers, consumers will be able to easily identify the right bar for them that will lead to their moment of joy.”

Cadbury is not the only brand to focus its slogan around the emotional enjoyment oftaste. Earlier this year, Coca-Cola unveiled its new slogan ‘Taste the feeling’.