Cadbury have revealed that they are to produce a limited edition chocolate bar celebrating the entire range of products in its Dairy Milk portfolio.
Ten of the new bars – combining Dairy Milk’s milk chocolate, whole nut, fruit and nut, Turkish delight, Daim, Oreo and caramel varieties – will be produced, contradicting earlier erroneous media reports that suggested the initial run would be 50 bars.
Consumers will have the chance to win one of the bars on the Mondelēz-owned brand’s social media platforms over the coming weeks.
The announcement falls in line with a £7m investment in the Dairy Milk portfolio, which we first reported on back in January. Cadbury sought to reinforce awareness of the range among consumers less than 24 hours after it was forced to apologise for the “secret” reformulation of Dairy Milk chocolate in its Cadbury Créme Eggs.
Launching the campaign, Mondelēz International marketing activation director Matthew Williams said: “Cadbury Dairy Milk is the nation’s favourite chocolate and its mission is to free the joy within us all – this campaign will show that with the great range of flavours available, there is more than one way to do so. Through encouraging consumers to explore the range, trialling a new flavour or re-trialling a forgotten favourite, our £7m multi-channel campaign will drive incremental sales.
“Focussing the campaign on both tablets and countlines provides a significant opportunity to drive incremental sales; we know there is little overlap in terms of shoppers and usage occasions and combined they have a reach of 32m consumers so the opportunity for retailers is huge.”
Initial responses to the product innovation on Facebook and Twitter have been positive, with some fans sharing opinions with the hashtag #sharethejoy.
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