Cherry Ripe Scent for Valentines

Cadbury used Valentine’s Day Weekend in Australia as an opportunity to promote Cherry Ripe, a chocolate bar in scented newspaper advertisements. On February 12 every page of mX newspapers in Sydney, Melbourne and Brisbane was scented with “Wild Cherry” ink, enhancing the romance, seduction and fashione messages associated with the Cherry Ripe campaign. Print ads featured a bouquet of cherries, a chocolate dipped cherry with the message, “Love is in the air”, and a scented cut-out letter with room for a message of love.

Cherry Ripe Bouquet for Valentines Day

Cherry Ripe print ad for Valentines Day

Cherry Ripe Letter for Valentines Day


The Cherry Ripe Valentines Day campaign was developed at George Patterson Y&R, Melbourne. Media was handled by Carat.