22 May 2015 Cadbury Dairy Milk Marvellous Creations debut in SA

Runaway international chocolate success story, Cadbury Dairy Milk Marvellous Creations, is now available in South Africa!

“The Cadbury Dairy Milk Marvellous Creations range literally breaks the mould. It’s shaped differently to any chocolate you’ve seen before, it delivers a uniquely chunky eating experience – and it’s generously filled with unique ingredients that are sure to spread many more joyous moments of family sharing!” gushes the Mondelez International press release.

Two of the most popular variants are available locally, Jelly Popping Candy (160g & 38g) and Cookie Gummy Crunch (160g) in a slab size that’s larger than normal, and irregularly divided.

“As South Africa’s best-loved chocolate brand, Cadbury Dairy Milk is committed to driving category growth through successful innovations that aims to excite and delight consumers,” says Meredith Kelly, Mondelez SA Category Lead for Chocolate.

Behind the success

Marvellous Creations launched in the UK in 2013 and a year later, according to Conveniencestore.co.uk, the brand was worth £49.7m and generating 49% in incremental sales in the category.

On launch in the UK, it achieved £20m in its first 12 weeks, making it the biggest chocolate launch in the last three years, and has recruited 1.5 million new shoppers into the category .

“The unusual flavours, textures, and shaping of Marvellous Creations are proving to be an enticing combination for the many chocolate enthusiasts who desire a fun and unique alternative to their usual chocolate repertoire,” comments Datamonitor. “Marvellous Creations’ success reflects how flavour is at the top of consumers’ purchase decision hierarchy. It has also benefited from strong marketing investment.”

The launch of Cadbury Dairy Milk Marvellous Creations in SA will be supported by an integrated national campaign, including a new television commercial and impactful in-store executions that aim to interrupt shoppers with the ‘new news’ about the launch.

Pop up store in Sandton

Further excitement will be generated through an experiential journey of fun and flavours at The World of Marvellous Creations Pop-Up Store in Sandton City, Johannesburg. This will be open to the public from 23 May to 21 June 2015, between 9:00 – 20:00, daily.

From 21 May 2015, chocolate loving South Africans will have the chance to invent their own Marvellous Creations bar by sharing their favourite combination of ingredients on www.facebook.com/CadburyDairyMilkSA. The winner will get his/her own customised Marvellous Creations bars to enjoy with family and friends

Cadbury Dairy Milk Marvellous Creations will be in stores nationwide from 1 May 2015 at an RSP of R7,99 (38gm) orR29,99 (160gm).