Cadbury has announced the launch of new premium chocolate brand, Cadbury Coco, aimed at providing something different for chocolate lovers seeking indulgent pleasures.

The launch marks a new evolution for the Cadbury masterbrand, as it expands into the premium space, building on from the success of its traditional milk chocolate products. Cadbury Coco is a range of elegantly thin, smooth and refined dark chocolate that delivers a lingering cocoa character.

To support Cadbury Coco, Cadbury is launching a multi-million dollar marketing campaign to brand awareness and trial, led by a new TVC that showcases the Cadbury Coco’s premium credentials. A three month sampling program across the country will reach a further 1.5 million people.. As a further illustration of Cadbury’s intentions for the brand, they have 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. All activations and executions will be reflective of Cadbury Coco’s premium brand positioning.

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.”

Cadbury Coco is available from September in Coles, Woolworths, Independent stores, Big W and Target.

Credits:

Creative: Saatchi & Saatchi Sydney 

Media: Carat