Cadbury wanted a fun and exciting new way to introduce flavours to a younger generation. Introducing... Cadbury Mystery Bars. Two limited-edition versions of the Dairy Milk bar that gave chocolate-lovers the chance to win £5,000 if they solved the secret.​

 

Our campaign deliberately obscured the Mystery Bar flavours to drive intrigue across OOH, DOOH, radio and social, in a series of different ways that were bespoke to the individual media formats.