Cadbury encourages sharing

Kraft has launched the second phase of its campaign to raise awareness for its Cadbury Dairy Milk Bubbly chocolates, inviting consumers to share their photos enjoying the chocolate along with a witty caption to be featured as their advertisements.A campaign done by Mindshare, this follows Kraft's earlier push for the product on TV commercials, out-of-home and online media.The campaign runs as a contest on Facebook and winners will have their photos and captions put on bus shelter posters and MSN. The ads will change constantly. The campaign is run using MediaMinds' Smart Versioning, which automates the process of turning the pictures into ads.The campaign's main target audience are females aged 25-35.Allan Ticatic, head of marketing of Kraft Foods Singapore said:"'Sharing the joy' is at the core of every Cadbury Dairy Milk initiative.  ‘Shioklaty Moments' are little moments of joy, inspiration, fun and togetherness that Singaporean consumers feel like sharing with the world.  Cadbury Dairy Milk provides the avenue to make this happen."The idea behind the campaign is to show how Cadbury Dairy Milk's Bubbly has deep grooves that make it easier to break and share.