Cadbury Dairy Milk and MCoBeauty are crossing the confectionery and cosmetics aisles in a brand new retail collaboration, launching a limited-edition range that will be sold exclusively through Woolworths from today.
The partnership sees both brands borrow from each other’s signature products in a bid to create buzz among younger shoppers and drive discovery across categories.
At the centre of the collaboration is a new Cadbury Dairy Milk Watermelon Chocolate Block, inspired by MCoBeauty’s popular Watermelon Glow skincare range. In return, MCoBeauty has created a chocolate-themed cosmetics collection inspired by Cadbury Dairy Milk, featuring chocolate-coloured eyeshadows, lip treatments and a limited-edition beauty set.
Lucy Robinson, head of marketing at MCoBeauty, said the collaboration reflects the brand’s focus on making beauty more playful while continuing to disrupt the traditional beauty category.
“We’ve always believed beauty should be fun, accessible and a little unexpected. So when the opportunity came to bring the iconic Cadbury Dairy Milk experience into beauty, it was an easy yes,” she said.
“As the number one makeup brand in Woolworths, MCoBeauty has changed the way consumers shop for beauty and cemented the grocery aisle as a go-to destination. We are always looking for new ways to surprise and delight our consumers and disrupt conventional beauty ideas.”
Meanwhile, Mondelēz International ANZ director of chocolate and meals Katrina Watson said the collaboration was designed to resonate with younger consumers looking for unexpected brand experiences.
“We’re always looking for fresh and creative ways to connect with Australians and particularly younger consumers who we know engage with brands on their own terms,” Watson said.
“Our latest Cadbury collaboration with MCoBeauty is designed to spark conversation, fuel discovery and create new ways for consumers to engage with the brands they love.”
The chocolate block will also carry an Australian-made story, produced at Cadbury’s Claremont factory in Tasmania using fresh milk sourced from local dairy farmers and sugar from Queensland growers.
Cross-category brand collaborations have become an increasingly popular marketing tactic as brands look to generate social media conversation and attract younger consumers through limited-edition product drops.
