Cadbury, the chocolate indulgence brand of the UK, is releasing its first new product since the 1990s with a broad range of tactics that matches the magnitude of the introduction. Crispello, as the novel Cadbury member is called, is being launched with a £6m campaign, a lovely little naughtiness, whose strategy spans across TV, VOD, PR, digital outdoor, six sheets, experiential, sampling and social media. The strategy was architected by agencies Fallon, GolinHarris, PHD, Pretty Green and HyperNaked.

This spot depicts Cadbury’s turn towards a younger demographic, one that discovers humor in life’s unexpected moments. It is not an unexpected strategy for a brand that has been around for almost 200 years and wishes to remain relevant in a digitized world.  In an effort to win over its new target audience, the campaign invites consumers to upload their personal “cheeky” stories onto the Cadbury UK Facebook page by May 13, with five stories selected each week to be recreated by comedian Vikki Stone (seen in the clip) in a stand-up comedy act or film. Furthermore, the top three stories from the campaign will be performed by Stone in the winning consumers’ home towns.

SEE ALSO: Cadbury Specially Delivers Joyville to Australia

As far as image strategy goes, Cadbury’s brand manager, Sally Barton, describes it as such: “The marketing strategy – a lovely little naughtiness – embodies what Cadbury Crispello stands for and we hope it will entertain and inspire our consumers. We expect that this £6m multi-channel campaign will not only drive sales, but show the nation how Cadbury Crispello can give you a lovely little naughtiness whenever and wherever you want it.”

Unfortunately, viewers might also be a tad bit confused.  The Guardian’s Karen Homer argues that Crispello is in fact targeted towards women—the scapegoats of the 6.6% decrease in the single chocolate bar market. According to Homer, Cadbury’s parent company—Kraft—described the product as “a lighter way to enjoy chocolate…a little treat for you.”

So while one side is branding Crispello as something to enjoy one step at a time, an addition to a healthy regimen, the other is presenting the product as being much more risqué.  Both opinions may be true, but Cadbury should probably stick to one.  Crispello should be advertised either as a serious and delicious way to strengthen your nutritional routine or as something that lightens up your day—an addition to consumers’ carefree and humorous lifestyles. But, definitely not both.