Cadbury Adams Canada breaks Mr. Big campaign
By Adnews Staff
Candy maker Cadbury Adams Canada has begun a national transit advertising campaign for its Mr. Big chocolate bar. The campaign, called “Careful. It’s big,” includes English- and French-language ads in transit shelters, stations, subways and on the sides of buses in large markets. The effort is aimed primarily at young men between the ages of 12 and 24. It will run until the end of November. The creative depicts a number of situations in which the size of the chocolate bar has done damage to the surrounding area. In one execution, a car has been crushed by a Mr. Big bar falling on its roof. In another, a dropped bar has cracked the floor of a store. In the third ad, the weight of the bar has pulled a teenager’s arm off. “The chocolate market is a crowded one and we believe that this fresh and direct approach will help introduce Mr. Big to a new audience while reinforcing its appeal to existing consumers or those familiar with the Mr. Big bar,” said Marcy Verburg, director of chocolate at Cadbury Adams. The campaign was developed by MacLaren McCann of Toronto.