Dive Brief:
- Cadbury is launching its largest U.S. campaign to date through a New York Fashion Week collaboration with fashion brand Luar and publication Nylon, per information shared with Marketing Dive.
- To promote “There’s Magic in More,” the chocolate maker is bringing the concept of generosity to the otherwise competitive fashion industry. The Cadbury Clutch, which can carry a chocolate bar for sharing, will make its debut at the New York fashion show on Sept. 14.
- A hero spot and an episodic social comedy series accompany the activation. The campaign is set to run across linear TV, online and digital video, paid social, display and streaming platforms.
Dive Insight:
Cadbury, which is licensed in the U.S. by The Hershey Company, is putting generosity at the core of its fashion week messaging with the insulated clutch, which is designed to hold XL chocolate bars to share with others. “There’s Magic in More,” a multiyear brand platform, comes as The Hershey Company projects a 30% year-over-year increase in brand investment to fuel 2026 and 2027 growth.
A 30-second hero spot directed by Tom Dream introduces the viewer to the Department of More, where Cadbury employees ensure each chocolate bar is crafted with quality ingredients. Generosity is a central theme of the campaign, including via a sweepstakes that encourages consumers to nominate generous people in their life. The social series ties directly back to the hero spot and follows an intern at the department.
The insulated Swarovski crystal-studded clutch is inspired by the brand’s purple packaging and is sized to hold Cadbury XL bars. It will be carried by Nylon Editor-in-Chief Lauren McCarthy and content creator Tefi Pessoa at Luar’s show and Nylon events. While the clutch, of which five were made, will not be available for purchase, interested consumers can enter to win a clutch for themselves and a friend on Sept. 15.
The campaign was created by MiltonOne, a Publicis Groupe unit created for The Hershey Company in 2024, and Saatchi & Saatchi New York.
The Hershey Company has invested heavily in marketing this year. In January, flagship brand Hershey’s launched its first major campaign in nearly a decade ahead of the Olympics. Earlier this month the brand partnered with Katseye in an effort to reach Gen Z consumers.
The company saw an organic sales increase of 3.6% YoY in the second quarter, per an earnings release. In the same release, the company reported a six-month organic net sales growth of 5.8%. However, advertising and other consumer-related marketing expenses fell approximately 3% in Q2, according to Steve Voskuil, senior vice president and chief financial officer, in prepared remarks.
