Dudley Sidebottom was the icon of Cadbury's Cadbury Land snack line in the UK from 1998 to 2001. He is the main character of the ad campaign; an ordinary young boy who falls into a surreal, underground land whenever he visits the sweet shop at the bottom of Cocoa Road.
Dudley Sidebottom and the rest of the Cadbury Land gang were introduced in August 1998, in an advertisement directed by John Kricfalusi (creator of The Ren & Stimpy Show) at his Spümcø studio, with later ad production handled by Chris Hauge of Passion Pictures. The brand, targeted to children between the ages of 4 and 9, proved a success, spawning merchandise and installing an attraction at Cadbury World based on the characters. The success of Cadbury Land only lasted three years, however, and ended in mid-2001 when Cadbury Schweppes rebranded itself as Cadbury Trebor Bassett, causing a shift in marketing directions.
Dudley has a rectangular-shaped head, scruffy, ginger hair and a slight amount of freckles on his face, with blue pupils in his eyes. He wears a teal T-shirt with a blue stripe across it, blue shorts and red shoes with untied laces. He is sometimes drawn with glasses.