“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” said Kate Watson, senior brand manager for Cadbury Coco at Mondelēz International.
Cadbury Coco is crafted from fine quality cocoa, with a variety of different flavors available including Cocoa Dark, Dark Mint and Dark Orange. The options are all aimed at creating a dark chocolate experience that ‘captivates the senses with lingering cocoa character’.
In trying to reinforce the products position within the premium dark chocolate segment, the launch will be supported by a multi-million dollar marketing campaign conducted in affiliation with Saatchi & Saatchi, Sydney. The emphasis of the campaign being focused on the luxury and opulence that the premium cocoa chocolate provides.
Cadbury has joined with Virgin Australia and Opera Australia to build on the extravagance of the dark chocolate product. A three-month sampling program run across the country will reach a further 1.5 million people. The sampling will be conducted at Virgin Business Lounges and at performances of Anything Goes at Sydney Opera House and Melbourne Arts Centre in the coming months.
“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,” Ms Watson added.