By Hannah Bowler

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 Read full story ›

Source: The Drum