Did Cadbury just steal Coke's new slogan?

Sarah Homewood
By Sarah Homewood | 5 April 2016

Cadbury has rolled out a new global brand campaign for its Dairy Milk brand, with the ads featuring a new tagline that is surprisingly similar to that of another global brand.

The brand previously used ‘Free the Joy' as its slogan, but has now opted for 'Tastes like this feels', which is very similar to Coca-Cola's 'Taste the Feeling'.

The new ads feature real-life footage from YouTube of a bear out in the wild, scratching its back against a tree in order to satisfy an itch. Three ads are apart of the series, and according to Marketing Week the brand will still be very focused on providing "moments of joy".

Cadbury's marketing director, Matthew Williams, explained in a statement to MW that the aim of these ads is to remind people that joy is never far away.

“By focusing on the unique taste sensations that each chocolate bar in the range delivers, consumers will be able to easily identify the right bar for them that will lead to their moment of joy,” he added.

The ads are launching out of London, and while they're global, it is unclear if the spots will land on Australian shores.

Coca-Cola overhauled its global marketing in January, with Coke unifying all its varieties under the one brand. Global CMO for Coca-Cola, Marcos De Quinto, said at the time: “Through the ‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand.”

Watch Cadbury's new ad for yourself, and tell us what you think below.

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