When you spend half of your digital budget on Snapchat

Some teens weren’t even alive when Cadbury aired its last TV ad for brand Crunchie back in 2000. But recently, the chocolate bar has been all over its spiritual home, Snapchat.

The marketing push is part of Cadbury’s long-term “Obey Your Mouth” campaign, which launched on May 11. Sales of chocolate snacks have been declining, so Cadbury’s aim is to sell its ‘singles’ bars – Wispa, Crunchie, Boost, Double Decker and Twirl – to a new, younger target market.

Because of this, Cadbury has spent half of Crunchie’s digital budget on the Gen Z hub — its top platform after TV and online video. Needless to say, the results are worth a read.

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