Nestlé has launched a UK new campaign, developed by WPP-owned Santo, to promote its new Milkybar Raisin & Biscuit among adult consumers. Through the new marketing push, which is dubbed «Ungrow UP» and is revolving around the funny bespectacled character, the Milkybar kid, the brand is inviting consumers to take part in the light-hearted online activity for a chance to take part in the next stage of the campaign.

The brand invites adults to visit its newly launched the www.milkybar.co.uk website and via their webcams participate in the online auditions by creating their own impersonations of the Milkybar kid. The rules are simple: a user comes to the “Audition” section of the hub, reads the rules, turns on the camera and gets automatically recorded with glasses and a huge cowboy hat on. The video can be later replayed and sent for voting—the creators of the most rated spots will be featured in the outdoor phase of the campaign, which will be launched this October.

«There is a MilkyBar kid in all of us and we hope that Milkybar raisin and biscuit will encourage all adults to join the ‘Ungrow up’ campaign,» commented a spokesman for Nestlé.

The Milky Bar kid character first appeared in the brand’s promotions in 1961.