To emphasize Cadbury Darkmilk as a grown-up product offering, the confectionery company invited icons from the 80s and 90s to speak to those who lived through these generations. While one campaign video features Jason Donovan and appeals to those who remember Jason’s mullet, the other stars Kim Wilde, who speaks directly to those who can recall her number one hit, Kids in America. As the commercials will ultimately reach some people who didn’t live through these decades, the campaigns address these consumers in a tongue-in-cheek way that may pique their curiosity.
Cadbury Darkmilk marks the first time in 20 years that Cadbury has created a new type of chocolate—and the new dark chocolate bar is said to be its richest, creamiest product yet, and is appropriately described as “a bit grown up.”
Why This Trend Is Growing
- Nostalgic Advertising
- Create advertising campaigns that tap into nostalgia to appeal to consumers who lived through specific generations.
- Experiential Marketing
- Engage consumers in a tongue-in-cheek way by inviting iconic figures from the past to speak directly to them about their memories.
- Premium Product Innovation
- Introduce new variations or types of products that target a more mature and sophisticated audience.
Industries Being Reshaped
- Confectionery
- Leverage nostalgia-driven campaigns to attract consumers to new chocolate offerings.
- Advertising
- Explore innovative advertising techniques that connect with consumers on an emotional level through nostalgia.
- Food and Beverage
- Experiment with new product launches and reinventions to capture the attention of a discerning and sophisticated consumer base.
