It's a shame when a great creative idea and well executed viral
campaign is slowly diluted by ever weakening iterations. I would argue
there is nothing worse than an ever weakening consumer emotional
response to a campaign. I would wager that is what will happened to
Cadbury's with this execution. It's time for a new
direction....please!

http://www.creativereview.co.uk/cr-blog/2010/april/cadburys-chocolate-charmer