Why Cadbury Is 'Breaking' Its Own Ads

Chocolate maker says 'glitchy' creative is part of a bigger play to become a more 'participative' brand

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In a stunt that sounds like it’s straight out of Charlie & The Chocolate Factory, U.K. brand Cadbury has launched two mystery chocolate bars, giving sweet-toothed detectives a chance to win an almost $6,000 (5,000 pound) mystery prize if they’re able to guess the flavors.

To promote the competition, the Mondelez-owned brand has literally “broken” its own advertising, with help from longtime agency VCCP. The creative features disruptive, intentionally malfunctioning media placements. Think crinkled bus stop ads, “glitchy” digital posters and Instagram posts that don’t seem to fully load.

“Cadbury

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