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Cadbury has launched its first plant-based chocolate bar and tapped IPG agency Golin to create its integrated marketing campaign.

For the confectioner’s debut vegan bar, Golin has played on the wait vegans have had for Cadbury to create a dairy-free alternative.  

‘Sorry is the Sweetest Word’ consists of ‘sorry’ letters and murals from Cadbury to plant-based Britons, with activations rolling out across out-of-home (OOH), digital, social, in-store, PR and media partnerships.

Michael Moore, marketing manager at Cadbury, said the product’s introduction in November is an “iconic moment” for Cadbury, which had been “years in the making.”

“We’re just sorry it wasn’t a bit sooner, so the idea of a leading with an apology felt very Cadbury,” Moore said.  

Dentsu Aegis Network’s media agency Carat managed the media planning and buying. Elvis, the agency behind Creme Egg’s campaigns, was tasked with community management and CRM.

Alex Wood, executive creative director of Golin, said: “Contrary to what Elton John would have you believe, sorry isn’t the hardest word. And after such a wait, it felt like the most genuine way to announce the launch. We’re sure even Piers will agree.”

The bars will be available in two flavors – smooth chocolate and salted caramel. The Mondelez-owned company has replaced the milk with an almond alternative.