Go Madbury for Cadbury & Invent a New Chocolate Bar

Handing over creative control to the public can be a risky business. Just ask Lay's, whose long-running Do Us a Flavor campaign has attracted such erudite suggestions as 'Sausage Party Galore', 'Alligator Butter' and - ahem - 'Hickory-Smoked Horse Buttholes'.  

Well, it seems that Cadbury's are willing to take the risk, as it has just launched a new campaign, Go Madbury, calling on confectionery fans to create their dream chocolate bar which could, one day, sit on shelves alongside such perennial favourites as Fruit & Nut, Caramel and Whole Nut. 

Kicking off the campaign is a fast-paced film [top], created by VCCP and directed by Conkerco through Academy, which takes us into the nation's kitchens to witness crazy confectionery creations being whipped up in mixing bowls.

Entrants get to choose up to three ingredients from a huge bank of flavours which run the gamut from traditional (caramel, orange) to trendy (spicy chilli, popping candy) to WTF (mustard), with a total of 90,000 possible combinations to choose from. Once they've picked their ingredients, competitors need to come up with a name for their chocolate bar and explain the inspiration behind it.

After the competition closes on 31 July, entries will go through to a judging process with three finalists being selected based on taste and creativity. They'll then have the opportunity to visit Cadbury’s Chocolate Centre of Excellence in Bournville, the home of Cadbury, where they will work with chocolate experts to experiment with their creations and make their bar a reality.

All three bars will then go on sale from June 2019 where the UK public will be able to vote with their wallets for the ultimate winner.

“At Cadbury we’ve been making delicious chocolate for over 100 years and are always looking for ways to innovate and excite the great British public with our products. So we thought what better way to create the next iconic bar than to ask the people that love it the most?" says David Shepherd, director of research and development, Cadbury. "This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get. With different flavours, from nutty, herby and spicy and a wealth of fruity favourites to choose from, we’re encouraging the nation to go madbury and be as bold as possible in what to choose. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality for our lucky finalists.”