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Chocs away as Cadbury's new ad campaign attracts trophy hunters
Last updated at 12:52pm on 25.10.06
Who's got the munchies? missing chunks from a giant bar of Dairy Milk in Tottenham Court Road
Forget traffic cones and street signs, students in London have set their sights on a far tastier trophy for their digs - a giant bar of Cadbury's chocolate.
Already, four chunks of the giantsize poster bar - put up as part of a promotional campaign and actually made of not-so-delicious fibre-glass - have been nabbed from its Tottenham Court Road location for the second time in a week. The 'Who's eating the Cadbury Dairy Milk?', launched earlier this month, features specially built 3D billboards. It will show giant bars of Cadbury Dairy Milk being gradually 'eaten' over a month.
It was originally intended so that the bar will be seen unwrapped in four stages, with 3D chocolate "chunks" disappearing week by week. Sources have been tipped off that local students may have been responsible for the thefts.
The billboard campaign is timed to coincide with the confectionery company's "First Love, First Taste campaign", which aims to tug at the heart-strings with a love story spanning two generations. Set to Dusty Springfield's version of Take Another Little Piece Of My Heart, it starts in the Seventies with a lovestruck boy offering the girl of his dreams a chunk of chocolate.
The following scenes cut from the young couple's first date to their wedding day and a family photography session with their new baby, who later morphs into a teenage boy, who in turn offers the girl a chunk of chocolate.
We are not sure if these giant chunks have the same effect.
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