Saatchi launches premium Cadbury brand

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Saatchi & Saatchi Sydney – with NZ agencies Carat, Traffik and Beat PR – has launched a NZ campaign for a new premium chocolate brand, Cadbury Coco.

The launch marks a new evolution for Cadbury, as it expands into the premium space, building on the success of its traditional milk chocolate products.

Cadbury senior brand manager Kate Watson said: “This is a range of elegantly thin, smooth and refined dark chocolate that delivers a lingering cocoa character. Made with discerning chocolate lovers in mind, Cadbury Coco is targeted at those who appreciate chocolate as one of life’s little luxuries.”

To celebrate the launch, Cadbury Coco has partnered with the Pop-up Globe Auckland for an evening – to celebrate the launch, Cadbury Coco wants to take people on a journey of discovery into the world of Shakespeare’s masterworks.

On Friday 22 April they are taking over the entire theatre to offer New Zealanders the opportunity to attend one of the richest cultural experiences of the year.

Kate Watson, senior brand manager for Cadbury Coco at Mondelēz International, said: “Cadbury Coco is a genuinely new offering for the category and we know it will capture the imagination of New Zealanders who enjoy the finer things in life.”

To support 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.

The launch campaign will also include outdoor activity, cinema advertising, social media, an online video and in-store activity. All activations and executions will be reflective of Cadbury Coco’s premium brand positioning. View the Cadbury Coco TVC here.

New Cadbury Coco is available in supermarkets nationwide. The 100g blocks (RRP $3.99) come in four dark chocolate flavours; 70% Cocoa, Orange, Mint and 86% Cocoa.


Creative agency: Saatchi & Saatchi Sydney
Film co: Finch NZ
Director: Derin Seale
Client: Mondelez
Senior Brand Manager – Cadbury Coco: Katrina Watson
Assistant Brand Manager – Tablets & Away From Home: Adam Lidis
PR: Beat
Director: Angela Mace
Account Manager: Rebecca McNab
Project Executive: Mike Banks
Media agency: Carat
Business Manager: Lauren Doherty
Digital strategy agency: Traffik NZ
Business Manager: Maddie Shackell

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