Cadbury has introduced a Vegemite variant as part of a marketing stunt around the launch of leftfield flavours.
Dairy Milk with Vegemite will be available nationally in the coming weeks for a limited time only alongside Pretzel and Peanut, Salted Caramel and Golden Toffee flavours.
The marketing behind the launch is based on social media with the brand engaging in discussion, debate and conversation on Facebook and Twitter.
Last year Cadbury launched its Flavours campaigns with a focus on innovative flavours.
A Cabury spokesperson told AdNews: “We know that there's an appetite out there for new flavours and to try something different. We also read and listen to hundreds of comments we get from fans every day asking us for more flavours and suggesting new ones.”
The inspiration, it says, comes from the taste trend towards flavours such as salted caramel that pair sweet and savoury flavours.
“We have seen a flavour trend towards sweet and salty combinations and felt it was time to put that to the test and create an Australian twist. Cadbury Dairy Milk with Vegemite brings two of the nation's favourite and most iconic brands together in a unique and surprisingly delicious combination.”
The Choc plus What campaign is rolling out this week.
Nine News has taken a vote on whether it's a good idea... with the majority (57%) saying 'No'. But people are talking about it, and sales will undoubtedly go through the roof.
It mirrors an initiative in the UK that saw Marmite launch a chocolate product as part of a series of marketing stunts
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