#WBD Blog

Cadbury &More

As everyday chocolate consumption falls with consumers becoming more health conscious, it makes sense to launch products that make chocolate more of an event — with a growing focus on seasonal occasions when people are more likely to indulge or give chocolate as a gift.

Cadbury &More, the range of chunky filled tablets, made its debut in March 2024 and is now being relaunched with a bold new visual identity and a significant new addition to the lineup. Cadbury &More Biscoff features an indulgent Biscoff spread centre topped with crunchy Biscoff biscuit chunks, encased in Cadbury chocolate - a collaboration that turns a familiar product into something altogether more considered and experiential.

The relaunch is supported by a new creative platform, 'Give into More', designed to fuel brand awareness and drive trial among young adults.

Because this is #whatbrandsdo the first thing to acknowledge is the amazing job the Cadbury’s team has done in the past 5+ years in building their brand through iconic, best in class, equity building communications, based on a clear strategy and positioning, all magnified through strong innovation & launch comms and effective category & trade execution. The effectiveness awards were deserved. Kudos.

Problem is... brands can never stand still.

On one level this is just one more innovation play, but it also looks like an attempt to stretch and rejuvenate the brand in the face of today’s challenges. The products are overtly modern, and the flavour combinations are premium and indulgent. When you are going to eat chocolate, make it worth it. The packaging is bold and interesting in this context. The product imagery and approach to appetite appeal is not new for Cadbury, but it looks to be working harder to deliver premiumness and relies less on the traditional safety net of the monolithic purple presentation. This is always a balance and the use of the script-logo – front and centre (well, to the side!) means it is well branded. The secondary colours add to appeal and navigation but also deliver a freshness and now-ness to the brand. New audience penetration from overtly more premium brand users looks to be an aim.

We cannot predict if it will all work, but we can highlight that this is a great burst of speed in the relentless race of brand building and more good work from Cadburys!