INSITE OOH Media Platform

Across the UAE, Cadbury Dairy Milk’s new outdoor campaign is serving dessert at billboard scale. Standing tall amidst the clean lines of residential skyscrapers and palm-lined streets, the prominent signature purple color is impossible to ignore.

Following their prior appearance, the familiarity of the Cadbury Dairy Milk branding system grounds the design, it is the indulgent reinterpretation that is sure to stop traffic. Two massive billboards feature the “Irresistible Nutty Cream” and “Irresistible Sticky Toffee” flavors, each depicted as massive, dessert-like cross-sections.

In the Nutty Cream billboard, warm red hues spill across the bottom half of the image, heightening the indulgent feel of the chocolate and roasted nut-filled center. The melted ingredients are rendered as exaggerated, glossy, and unapologetically decadent. The “Irresistible” descriptor is set in a soft, flowing font, juxtaposed with the strong, assertive block font of “NUTTY CREAM” below it, mirroring the contrast between smooth chocolate and crunchy texture. The small but attention-grabbing “NEW” icon in red is a potent visual motivator, emphasizing the sense of urgency without overwhelming the image.

The Sticky Toffee execution changes the emotional climate. Cool turquoise gradients flood the bottom, and the caramel filling shines even brighter. The sticky toffee filling looks thick and elastic, almost weightless, which heightens the indulgent experience. In this execution, the green “NEW” symbol harmoniously adds to the color scheme, bringing freshness without losing brand identity.

The massive product cross-sections take center stage at the top, while the packaged bars ground the bottom, fluidly connecting desire and purchase. The design leads the viewer’s eye from desire to product, from indulgence to action.

The campaign took off on UAE’s digital screens in the third week of February.