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.
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. Cadbury has also formed strategic partnerships with Virgin Australia and Opera Australia.
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 instore activity. All activations and executions will be reflective of Cadbury Coco’s premium brand positioning.
“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.,”Kate Watson, senior Bband manager for Cadbury Coco at Mondelēz International said.
“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.
Cadbury Coco is available in both blocks (RRP $3.99) and gifting packages (RRP $12.99) in a variety of dark chocolate flavours including Dark Orange and Dark Mint.