{"id":19972,"date":"2025-05-23T16:13:58","date_gmt":"2025-05-23T15:13:58","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=19972"},"modified":"2025-05-23T16:13:59","modified_gmt":"2025-05-23T15:13:59","slug":"it-could-only-be-cadbury-dairy-milk","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/it-could-only-be-cadbury-dairy-milk","title":{"rendered":"It could only be\u2026 Cadbury Dairy Milk"},"content":{"rendered":"<div class=\"lazyblock-video-Z8Gqrl wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1086353913?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1GQK32 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\"> is launching <\/span><i><span style=\"font-weight: 400\">\u2018It could only be\u2026 Cadbury Dairy Milk\u2019<\/span><\/i><span style=\"font-weight: 400\">, an integrated campaign developed by global creative agency of record <\/span><a href=\"http:\/\/www.vccp.com\"><b>VCCP<\/b><\/a><b>, <\/b><span style=\"font-weight: 400\">that aims to celebrate the iconic taste of <\/span><b>Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The equity-driving product campaign brings to life the unmistakable slow melting, smooth coating, long lasting taste experience, and is designed to sit alongside the brand\u2019s long-standing <\/span><i><span style=\"font-weight: 400\">\u2018There\u2019s a Glass and a Half in Everyone\u2019<\/span><\/i><span style=\"font-weight: 400\"> brand platform.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign was ideated by <\/span><b>VCCP <\/b><span style=\"font-weight: 400\">senior creative team Tom\u00e1s Azoubel Lima and Ana Marques. VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> worked with director Dan Tobin Smith of <\/span><b>Dan Tobin Smith Studios<\/b><span style=\"font-weight: 400\"> who brought the campaign to life with a beautifully crafted film and stunning visuals. <\/span><b>Time Based Arts<\/b><span style=\"font-weight: 400\"> post-produced the campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Every element of the integrated campaign is designed to celebrate and amplify the unmistakable taste experience of<\/span><b> Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\">. At its heart is a 15\u201d film which simply shows a real <\/span><b>Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\"> chunk melt in slow motion and aims to celebrate the unique taste and in-mouth experience of eating a chunk. The campaign will go live across video on demand, YouTube and social across nine markets globally (including Australia, South Africa, Canada and MENAP).<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign launches in the UK today and will run across multiple channels including OLV, YouTube, social media, out-of-home, radio and print.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The national out of home executions are spearheaded by a Piccadilly Lights takeover featuring a 40\u201d film of the iconic chunk melting. This will play every 10 minutes from 19th May to 1st June.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition, an immersive 3D soundscape will also accompany the campaign in the UK, running across <\/span><b>Spotify, Global Radio <\/b><span style=\"font-weight: 400\">and <\/span><b>Octave.<\/b><span style=\"font-weight: 400\">The podcast \u2018Off Menu\u2019 will also run personalised sponsored content during their ad breaks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Media planning and buying was led by<\/span><b> Publicis Media<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><b>Guilherme Ferreira, Global Brand VP at Mondelez International, <\/b><span style=\"font-weight: 400\">said: \u201c<\/span><i><span style=\"font-weight: 400\">\u2018It could only be Cadbury Dairy Milk\u2019<\/span><\/i><span style=\"font-weight: 400\"> is the first of its kind &#8211; everything you see is real chocolate, celebrating the unique and instantly recognisable taste of a chunk of <\/span><b>Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\">. When it feels like everyone is turning to AI and CGI, we were proud to create the film using real life filming on set, utilising experts in their craft to demonstrate the deliciousness of <\/span><b>Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\">.\u201d<\/span><\/p>\n<p><b>Simon Connor, Creative Director at VCCP, <\/b><span style=\"font-weight: 400\">added: \u201c<\/span><b>Cadbury Dairy Milk<\/b><span style=\"font-weight: 400\"> is like no other chocolate &#8211; it\u2019s instantly recognisable to millions. Our challenge was to capture that feeling without messing it up. So, we did it the hard way: by hand. We built bespoke rigs, poured real <\/span><b>Cadbury<\/b><span style=\"font-weight: 400\"> chocolate through them, and crafted every shot to show the taste everyone knows and loves. No CGI, no cheats &#8211; just proper craft, for a properly iconic chocolate.&#8221;<\/span><\/p>\n<p><b>Chris Birch and Jonny Parker, CCOs at VCCP,<\/b><span style=\"font-weight: 400\"> said: \u201cSuch an iconic product deserves iconic work that makes its way into the public\u2019s consciousness. Dan and the wonderful team have done this with class and real graft.\u201d\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-ZhHO8e wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Such an iconic product deserves iconic work that makes its way into the public\u2019s consciousness. \n        <cite>Chris Birch &amp; Jonny Parker, Joint CCOs<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-19972","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10225","hero_video":"","hero_image":{"ID":19973,"id":19973,"title":"It Could Only Be Cadbury Dairy Milk","filename":"Taste-HERO-scaled.jpg","filesize":765924,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-scaled.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/it-could-only-be-cadbury-dairy-milk\/attachment\/taste-hero","alt":"A melting piece of Cadbury Dairy Milk chocolate displayed on the Piccadilly Lights screen in London, as part of Cadbury's global campaign.","author":"66","description":"This captivating image captures Cadbury\u2019s takeover of the iconic Piccadilly Lights in London, featuring a single piece of Cadbury Dairy Milk slowly melting in luscious detail. Created without CGI and shot entirely in-camera, the visual showcases the irresistible texture and iconic taste of the chocolate. The takeover marks the launch of Cadbury\u2019s global brand campaign, \u2018It Could Only Be Cadbury Dairy Milk\u2019, developed by VCCP to celebrate the unmistakable quality of the nation\u2019s favourite chocolate.","caption":"Cadbury takes over Piccadilly Lights with a striking slow-melt moment in real chocolate - part of the new global campaign by VCCP.","name":"taste-hero","status":"inherit","uploaded_to":19972,"date":"2025-05-23 15:09:52","modified":"2025-05-23 15:13:19","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1708,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-300x200.jpg","medium-width":300,"medium-height":200,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-768x512.jpg","medium_large-width":640,"medium_large-height":427,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-1024x683.jpg","large-width":640,"large-height":427,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-1536x1025.jpg","1536x1536-width":1536,"1536x1536-height":1025,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-2048x1366.jpg","2048x2048-width":2048,"2048x2048-height":1366,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury Launches \u2018It Could Only Be Cadbury Dairy Milk\u2019 Global Campaign | VCCP","meta-description":"Cadbury unveils a global integrated campaign celebrating the iconic taste of Cadbury Dairy Milk, with a Piccadilly Lights takeover and slow-melt film by VCCP - crafted without CGI, just real chocolate and real craft.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/Taste-HERO-scaled.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/19972","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=19972"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}