Cadbury and Oreo will be coming together once again in both tablets and bags this February with two new sharing products.
Building on the success of Cadbury Dairy Milk Oreo in tablets, the brand will be bringing a different form into the platform with Cadbury Dairy Milk Oreo Sandwich. The new tablet will see a layer of Cadbury Dairy Milk chocolate sandwich between mini Oreo biscuits.
Cadbury and Oreo will also be looking for a bite of the chocolate bags category with the launch of Cadbury Oreo Bites. The new bags will include small Cadbury bitesize pieces filled with a creamy and crunchy Oreo filling.
Cadbury and Oreo are global brands that consumers love and since launch in 2012, Cadbury Dairy Milk Oreo has been a power co-brand which continues to grow (+16%). It is now worth almost as much as the Oreo biscuit brand in the UK - £49 million (IRI Total Market 16.07.17).
The Cadbury Oreo platform will be supported by a £2.5m activation plan in Spring 2018 including PR, digital, OOH activity and in-store activation.
Francesco Vitrano, marketing activation director for Chocolate at Mondelez International, said: “Cadbury and Oreo has been a winning match since the tablet launched in 2012 and it has also been a success story when extended into other segments (singles and seasonal).
“We’re bringing two sharing products to the chocolate category that are unlike anything else in the market – Cadbury Dairy Milk Oreo Sandwich including mini Oreo biscuits and Cadbury Oreo Bites delivers a new eat state to bags. What’s more, 85% of shoppers are unique to each Cadbury Oreo format, so we believe that these launches will drive penetration and recruit new shoppers to the market.”