Cadbury has launched a new chocolate brand, Cadbury Coco, with the heritage label looking to take a bite out of the premium market.
The launch sees Cadbury target those who view chocolate as “a little luxury”, with the traditional milk chocolate brand now looking to play in a space alongside Swiss chocolate powerhouse Lindt & Sprüngli, as the brand hopes to undertake an evolution all while building on its previous success.
To support Cadbury Coco, Cadbury is launching a multimillion-dollar marketing campaign to build brand awareness, led by a new TV ad by Saatchi & Saatchi that showcases the Cadbury Coco’s premium credentials.
The spot is a departure from previous Cadbury ads, with the brand obviously taking a new direction however it doesn't ditch the purple, with undertones of the traditional brand sneaking in.
A three month sampling program across the country aims to reach a further 1.5 million people and as a further illustration of Cadbury's intentions for the brand, it has formed strategic partnerships with Virgin Australia and Opera Australia, designed to attract those looking for more luxury from their chocolate.
Sampling activity will take place across Virgin Business Lounges and at performances of Anything Goes at Sydney Opera House and Melbourne Arts Centre in the coming months.
The launch campaign will also include outdoor activity, cinema advertising, social media, an online video and in-store activity.
Kate Watson, senior brand manager for Cadbury Coco at Mondelēz International, said: "Cadbury Coco is a genuinely new offering for the category from Cadbury and we know it will capture the imagination of Australians who enjoy the finer things in life.
"Cadbury Coco will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits."
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