Cadbury is launching a “bubble-inspired” campaign “The Frothybeast” to promote its new product, Wispa Hot Chocolate, across the UK.  The push by Fallon London is fronted by the brand’s new fictional spokesperson, an Italian hunk with a foamy chocolate hair and beard style, who “epitomises the playful and fun nature” of the new product.

The brand has revealed the :50 ad on its YouTube and Facebook page, inviting the audience to take a sneak peek into the life of The Frothybeast, who is a 70s true lothario character. He is pictured with a cup of chocolate in his lavishly designed house and outside it, enjoying his life full of frothy experiences. The man encourages the UK consumers to “froth out” and enjoy the “coffee house” moments at home. The 30-second version of the commercial will premier during Britain’s Got Talent show on Saturday, April 13.

The new brand character has also appeared on the brand’s Facebook page, taking over the Timeline cover. The Frothybeast will be communicating with the brand’s fans on the page, responding to their reactions and comments in real-time and commenting on the topical events (like the 399th anniversary of Pocahontas and John Rolfe’s marriage). The promotion also includes digital out-of-home executions such as moving escalator panels and digital poster elements.

“The great thing about The Frothybeast is that he encapsulates both the physical USP of the product—the froth—along with the emotional benefit of fun that this bubbly product lends itself to,” commented Jillian McCall, senior brand manager, chocolate beverages, Mondelēz International. “The offbeat humor of the ad is what consumers expect from the Wispa brand and it provides a fun distraction from the stresses and pressures that our consumers experience in their everyday lives.”