11 Oct 12 Mondelez launches Cadbury’s Dairy Milk Oreo in UK
Mondelez is combining its Oreo and Cadbury Dairy Milk brands for the first time to launch a new chocolate bar.
The Cadbury Dairy Milk with Oreo chocolate bar went on sale this week and contains a creamy filling with chunky pieces of the cookie-based snack.
It is is being backed by a digital campaign that will target the 1.3 million social media fans of Cadbury Dairy Milk and the 1.5 million for Oreo, as well as spanning the chocolate maker’s long-term communications platform, Joyville.
The global snacks business, which was formerly spun off from its North American grocery counterpart last week, says it aims to boost sales over the festive period with the launch. It cites its chocolate business, which accounts for 27 per cent of the company’s sales, as key to delivering growth during its first year of trading.
Matthew Williams, marketing activation director at Mondelez International, says: “Combining these two extremely popular brands to create Cadbury Dairy Milk with Oreo seemed like a natural fit and offers an exciting opportunity for retailers to help boost sales and capitalise on the phenomenal reputation of each brand individually.”
The venture marks the second cross-brand product to launch in the UK from Mondelez since the start of the year. In January, the business unveiled plans to rival Nutella in the breakfast spread market by combining its Cadbury chocolate and Philadelphia Light brands to launch a new chilled chocolate spread. At the time, the company said it would look at other combinations of its core brands to attract new customers.
Source: Marketing Week