CHOCOLATE fans are being given the chance to create their very own Dairy Milk variant, with the potential to see their bar come to life.
Cadbury parent firm Mondelez is inviting consumers to create their dream bar at cadburyinventor.com, where they can choose up to three ingredients from an eclectic list ranging from gooey brownie and tangy orange to fiery mustard and spearmint tea – with over 90,000 combinations possible.
Entrants will then be asked to name their bar and explain what inspired their creation, with the three best entries progressing to a public vote.
The three finalist bars will be sold in stores across the UK with the winner selected from an 80/20 split between sales data and a national vote. The winning bar will then be released as a limited edition bar available to buy in supermarkets for a minimum of 12 months and its creator will receive a year’s supply of their creation. Budding chocolatiers have until 31 July to submit their entry.
Support for the campaign will include activity across YouTube, Instagram, and Snapchat as well as a TV campaign that Mondelez expects to reach 78% of all UK adults.
David Shepherd, director of research and development at Cadbury, says: “We are always looking for ways to innovate and excite the great British public with our products. So we thought what better way to create the next iconic bar than to ask the people that love it the most.
“This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality for our lucky finalists.”
