Cadbury has expanded into the premium space with an “indulgent” chocolate brand called Cadbury Coco.
The dark chocolate is described by the company as “thin, smooth and refined”, delivering a lingering cocoa character.
Cadbury has launched a multi-million dollar marketing campaign led by a new TVC that emphasises the product's premium status, and a three-month sampling program will reach a further 1.5 million people.
Cadbury has also partnered with Virgin Australia and Opera Australia, with sampling activity taking place across Virgin business lounges and at performances of Anything Goes at Sydney Opera House and Melbourne Arts Centre in coming months.
The launch campaign will include outdoor activity, cinema advertising, social media, an online video and in-store activity.
Cadbury Coco is available this month, in both blocks (RRP $3.99) and gifting packages (RRP $12.99) in dark chocolate flavours including Dark Orange and Dark Mint.
